1. Chevy Silverado

2. Silverado’s position in the marketplace will be impacted by three major factors
Competitor Launches
Ford is still dominating the segment
Nissan is launching the Titan with a strong message for the Domestic Brands
Fragmentation in the Segment
Midsize trucks are luring away full-size truck shoppers
Full-size truck owners are defecting to SUV segments as well
Owners Defection
Silverado owners are defecting to Toyota and Ram
79% of competitive clicks and 75% of competitive impressions are from Ram/Toyota
Defection to Toyota is up 63%
Defection to RAM is up 18%

3. (Desktop, Tablet & Smartphone)
Opportunities to intercept competitor launches and maintain Silverado’s position in the marketplace
Tough Mudder Reveal
(Desktop, Tablet & Smartphone)
“Compare Before You Truck” – Custom Infographic
Smartphone Inter-scroller
Mocks are concept only. Actual design and layout of product is subject to change upon production.
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4. Tough Mudder Reveal
Create a “muddy” rich media experience that resonates with truck shoppers
Allow shoppers to engage and reveal the truck that’s fit for their lifestyle
Target truck research and shopping pages to intercept shoppers before they head down competitor paths
Mocks are concept only. Actual design and layout of product is subject to change upon production.

5. Tough Mudder Reveal – Smartphone Details1
Option to run as a Tablet and Smartphone Interstitial
Animated banner entry point
Upon tap, user experiences the reveal screen
User can wipe the screen to reveal the Silverado
Final creative clicks through to Chevrolet.com 1 2 3 4
Mocks are concept only. Actual design and layout of product is subject to change upon production.

6. Tough Mudder Reveal – Desktop Details1 2 3 4
Animated banner within truck article guides
Upon user initiation, the full creative appears, inviting users to engage
User can “wipe” the creative to reveal the Silverado
Final creative clicks through to Chevrolet.com 1
Additional entry points:
Owners HP Takeover
Owners Retention/Conquest 300x250, 728x90 2 3 4
Vetting Notes:
Confirm w/ Michele Geronimo re: tags on buyers guide pages
Mocks are concept only. Actual design and layout of product is subject to change upon production.

7. “Compare Before You Truck” – Custom Infographic
Sponsored Infographic
Leverage branded assets and KBB.com specs and data to guide truck shoppers in their research
Custom Truck Comparison Graphic
Give shoppers a visual comparison of different truck capabilities like towing, payload, engine & transmission, etc.
Silverado in Action
Surface video content to showcase Silverado’s capabilities in real-world tests against its competitors
Mocks are concept only. Actual design and layout of product is subject to change upon production.

8. “Compare Before You Truck” – Custom Infographic
KBB.com Consumer Reviews
Compare what consumers say about different truck models
KBB.com Expert Reviews
Validate what consumers say with KBB.com’s trusted expert reviews
KBB.com Fair Purchase Price
Guide shoppers as they compare pricing for different truck models
Entry Points
Native HP RCM + Owners HP Takeover
Animated Rich Media 300x50 Toolbar
Owners Retention/Conquest 300x250, 728x90
Used Car Retention/Conquest 300x250, 728x90
Mocks are concept only. Actual design and layout of product is subject to change upon production.

9. Available Q4: Smartphone Inter-scroller
First to Market Opportunity
Available Q4: Smartphone Inter-scroller
Reveal click to play video creative through a simple gesture as users naturally scroll through page
Target truck shoppers as they shop for competitive vehicles
Includes Pickup Truck category and model pages on smartphone
Immerse shoppers with engaging videos without leaving KBB.com research & shopping pages
Aka Mobile Snowfall
Mocks are concept only. Actual design and layout of product is subject to change upon production.

10. appendix

11. Silverado maintains the #2 position in the full-size truck segment
Source: KBB.com Traffic

12. Shopping Behavior for Key Chevy Trims are Decreasing within Segment on Mobile
1500 Crew Cab
2015 Rank
Jan – Feb 2016 Rank #2
#11
2500 HD Crew Cab
2015 Rank
Jan – Feb 2016 Rank #7
#16
KBB Site Behavior Data; January - February 2016

13. With such high loyalty within full-size truck segment, Chevy’s key opportunities are in retention and conquest
Full-size Truck Loyalty by Brand
Q4 2015
55% of Full-size Truck owners are loyal to the segment
80%
63%
71%
59%
81%
F-150 is the #1 defection model for Silverado owners
More Silverado owners defect to Tacoma than to Tundra
Silverado model loyalty is 40%
Source: KBB.com Traffic Q4 2015

14. 79% of Competitive Clicks are from Ram and Toyota
While loyalty is very high in the truck space, owners remain a very strong opportunity for Chevrolet
79% of Competitive Clicks are from Ram and Toyota
75% of Competitive Impressions are from Ram and Toyota
Defection to Toyota is up 63%
Defection to Ram is up 18%
KBB Site Behavior Data; January - February 2016

15. With such high loyalty within full-size truck segment, Chevy’s key opportunities are in retention and conquest
Full-size Truck Loyalty by Brand
Q4 2015
55% of Full-size Truck owners are loyal to the segment
80%
63%
71%
59%
81%
F-150 is the #1 defection model for Silverado owners
More Silverado owners defect to Tacoma than to Tundra
Silverado model loyalty is 40%
Source: KBB.com Traffic Q4 2015

16. Top Segments to which Full-size Truck Owners are Defecting
A Variety of Segments Provide Opportunities to Persuade Knowledge Mindset Shoppers
Top Segments to which Full-size Truck Owners are Defecting
Q4 2015
Full-size
Truck
Mid-size SUV 8.0%
Compact SUV 6.3%
Full-size SUV 5.3%
Mid-size Truck 4.7%
Mid-size Car 4.1%
Silverado model loyalty is 40%.
Source: KBB.com Traffic Q4 2015

17. Silverado is Rated #1 in Safety and Driving Comfort, but the Ford F-150 Owns 7 of 12 BrandWatch Factors
Source: Brandwatch Q4 2015