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communications
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!e primary objective of the Chevy Volt campaign is to create awareness. !e cam-paign tagline represents our key perception that Americans want technology that can change the driving experience. Chevrolet is introducing the Volt to “Revive the drive.” !e car is propelled by the most advanced all-electric motor in the hybrid/electric market today, and boasts some of the most luxurious features in mobile tech-nology and vehicle controls. !e “Revive the Drive” tagline stresses the potential of the car – to change America’s driving experience.
!e concept of revitalizing the driving experience will resonate with our target market. Logan and Alexis in our primary target are the leaders of the pack in owning the most innovative technology "rst. !ey value their purchases to be extensions of themselves and tools to revive their lives with technology and style. In our second-ary target, Brian and Terry are the tech enthusiasts who are concerned about fuel economy and constantly seek out new products with technology that can enhance their lives. Anna and Manuel represent our tertiary target that value products for aesthetics and technology, but need the range e#ciency for family travel. Our ad-vertisements will connect the Volt as an innovator in enhancing the American life. When our targets see our advertisements, they will instantly realize that the Volt is a revolution that "ts their lifestyle. !e campaign is devised to create awareness, but it is more concerned with encouraging our targets to seek information, and begin the process of the adopting the Volt as the revolution to the driving experience.
To illustrate how the Chevy Volt will “Revive the Drive,” we will use our targets’ love of technology’s innovation and impact to connect how the Volt will change the driv-ing experience. By depicting our targets’ drive for innovation and industry-changing technology, our target will connect the Volt as an advanced solution to the trans-formation of driving. !e goal of the campaign is to connect the Chevy Volt as the innovative revolt against everything we knew about driving, but now revived for the future.
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!e “Revive the Drive” slogan will be used in every promotion, across print, broadcast, outdoor and also certain public relations e"orts. !e tagline will accompany the Chevy logo and the stylized “Volt text.” !e car will be featured in each ad, demonstrating how the car answers our targets’ needs for automobile technology. Although the Volt’s features will vary with the association to each target’s primary need, the aesthetics and big idea will remain constant. Speci#c features that will be emphasized will be electric potential, fuel economy and vehicle range, with overarching elements of in-novative technology and sophistication. !e ads will emphasize that the Volt will bring new life to the driving experience, and thus an American brand is changing the driving experience for the future.
Our campaign holds the advantage in identifying our target’s need for tech-nology to change their lives, and speci#cally the way they think about drv-ing.. !e beauty of the Volt is that it is a car for all of America, with features that can satisfy from Logan to Manny. !e Volt has the technology that #ts today’s American techies, and the ambition to revive the drive.
Revolt !e Volt is featured in a dramatic setting in a background of emis-sions fog and lights. A bright orange plug is featured in the fore-ground, and strikingly-bright text that reads, “Revolt.” !e copy will read: “Yeah, the new kid on the block. It’s initiation time. But he’s bring-ing the heat. !is guy moves on a pure electric motor - that’s more than the rest of those gas-guzzlin’ meatheads. He‘s here to rise up - to revolt against those washed-up pansies trying to innovate our ride. He’s the Volt and he’s charged and ready.”
Pioneer !e Volt’s interior is featured as futuristic and advanced. !e con-sole is featured as a pilot’s controls, representing advanced tech-nology landing on America. !e words “Pilot: Now Landed” are displared. !e copy will read:“!e dashing navigator. !e adventurous explorer. !e leader in most advanced, fuel-e"cient technology. Yeah, the Volt has landed, and it’s ready to ride. Hold on to your seats, now it’s time to really drive.”
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The dashing navigator. The adventurous explorer. The leader in
most advanced, fuel-efficient technology. Yeah, the Volt has
landed, and it!s ready to ride. Hold on to your seats, now it!s time
to really drive.
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!e outdoor campaign will consist of attention-getting billboards that use a play on light to attract interest to the brand. Our cam-paign focuses on attracting our target to advanced technology, and we feel that an advertisement with light motion will draw inter-est. !is outdoor advertisement will be placed around our target cities and will have both a day and night view. During the day, the billboard will have a dark, but ambient feeling. !e words, “the all-new turbocharged’ will be displayed, referencing our revival of everything we thought we knew about cars. At dusk, the billboard will turn darker, and show the motion of the slogan "ashing down to the light stream and eventually lighting up the brand. !is will be an innovative, futuristic approach to the typical billboard, rep-resenting the innovation of the car.
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!e theme of revival will come to life in television and online content streaming. We will feature characters executing failures in trying to use new technolgy with situations that it just doesn’t "t their life. Each situ-ation will be connected to a unique advantage of the Volt’s innovation - the mobile technology, the electric charge and the extended range. !e Volt will appear and audio will indicate that Chevrolet has also been applying new technology, but the di#erence is in the expertise. !ey have strived and charged forth for a change, promising consum-ers that “revival of their drive” that they search for.
4',$56,&$1Length: 30 secondsMusic: VCR by !e XX
!1-2. Action: Open to man enjoying his morning cof-fee while he pulls out his cell phone to start his car. Audio: We try to keep up...
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Length: 3 seconds per frameMusic: VCR by !e XX
!2. Action: Pan to POV shot of man trying to start his car outside with his cell phone. Audio: ...(sound of car starting and **kerplunk**)...but sometimes we don’t move as fast.
"3. Action: Medium close-up of man scratching his head, being confused. Audio: ...but sometimes we don’t move as fast.
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Length: 3 seconds per frameMusic: VCR by !e XX!
5-6. Action: Short transition of man trying to plug into a gas cap door. Audio: (sound of metal plug hitting door) ...but sometimes we should just leave it to the experts.
"4. Action: Medium close-up of man playing with electrical plug. Audio: We try to be innovative...
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Length: 3 seconds per frameMusic: VCR by !e XX
!5-6. Action: Medium close-up of man scratching his head, being confused. Audio: ...but sometimes we should just leave it to the experts.
"7. Action: Medium close-up of man driving an electric car. Audio: We try to be green friendly...
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!8-9. Action: POV shot of man looking at his car running out of charge on his way home. Audio: ...but sometimes we’re just not that ready...
"8-9. Action: Medium close-up of man scratching his head, being confused. Audio: ...but sometimes we’re just not that ready...
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10. Action: Short transition to Chevy Volt driving past the man who’s car ran out of charge. Follow focus as it drives for-ward.Audio: We’ve taken the time to try, and made the charge for the change. !e Chevy Volt has arrived, and is as prom-ised, here to revive the drive.
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10-11. Action: Zoom from follow focus to close up of rear end of the car.
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12/13. Action: !e Volt logo transforms into “Revive the Drive.” Audio: Music
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12/13. Action: Rear shot of car transforms to brand shot. Audio: Music.
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Interactive, targeted websites will be placed on the top targeted websites that our targets visit, including MapQuest, Hulu, USA Today, and Ebay. Our target primarily uses the web for news and online shopping, but will be attracted to interactive ads that defy traditional car advertising. Our interactive internet campaign will feature an aspect of driving that is a common pain to many driv-ers, and will intitally confuse the viewer with it’s connection to the Volt. A!er a few seconds, the gas lever will switch to full, placing money in a wallet. Finally the car and the slogan, “Full on $1.50” will appear, connecting a unique bene"t of the Volt, and intriguing viewers to seek out information about what makes this possible, the innovative technology.
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Our target audience seeks out information about technology in blogs, websites and consumer forums. We will supply three interested drivers a Volt for six months of the year, to report on weather handling, fuel savings and driving experience. !ese driv-ers will become "rst-hand sources of information as general consumers. Blog visiters will be able to post questions and comments, so that “!e Drivers” can respond.
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!e primary goal of our campaign is to create awareness, but we want this awareness to drive users to seek out more information. !e Chevy Volt’s website, www.revivethedrive.com will house additional components that attract interest, explain technology and en-courage interaction. !e site itself is edgy and futuristic and will focus on presenting the car here to “Revive the Drive.” !e homepage will attract viewers with rich graphics and testimonials about the Volt’s impact on the auto industry. Content will be spread across "ve tabs, “Features,” “!e Blog,” “Photos and Videos,” “Build Your Own Volt” and “Play.”
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!ere is a lot of public misconception about !e Volt, and we want to make sure that consumers can have a place to learn the technology in simple and friendly terms. !e “Features” page will o"er a 360 degree tour of not only the outside of the car, but a vari-ety of interior photos as well. Viewers will be able to click and explore the car, by open-ing doors, looking under the hood and getting a perspective from every angle.
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Our target market loves the experience of new technology and simulated, futuristic worlds. !e “Play” page will feature the “Ride the Volt” game, allowing users to pick the color of the car, the driver and the course. Drivers can also create individual driver pro"les and accumu-late points. Players may choose to challenge their friends or race against the computer. !e top scores will be posted on the web and social sites daily. !e game will be available on the internet, facebook, as well as a free mobile app sold through itunes.
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FOR IMMEDIATE RELEASE Contact: Sam Oleson (715) 412-1120
CHEVY VOLT TO SPONSOR 2011 INTERNATIONAL CONSUMER ELECTRONICS SHOW
Volt to be featured in world’s largest consumer technology trade show
LAS VEGAS (December 13, 2010)—With its highly anticipated release coming around the same time as the 2011 International Consumer Electronics Show in early January, the Chevy Volt will not only be featured in the show, but will be sponsoring the event.
!e Volt features a highly innovative electric engine which gets 40 miles per charge while also converting gas to electricity when the charge runs out. It is representing a new perception of American automotives as well as green cars.
“We at the Consumer Electronics Association are very excited to feature, and partner with, the Chevy Volt to showcase this extraordinary new automotive technology,” CEA President Gary Shapiro said. “!e Volt is truly in a class of its own and sets the bar for American cars.”
Along with its place as one of the prominent exhibits at the event, its chief engineer, Andrew Farah will rep-resent the Chevy Volt and give a speech highlighting the innovative green technology that went into the car, will also represent the Chevy Volt.
“!is is an opportunity of a lifetime,” Farah said. “Getting featured in the CES is an incredible honor and myself and my fellow engineers are just grateful to represent the car we’ve spent years developing.”
Taking place in the Las Vegas Convention Center, the CES is one of the world’s major technology-related trade shows and draws businessmen and technology experts from all over the world. In the past, the show introduced innovative technologies like the Blu-ray Disc, HDTV and the CD player.
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communications
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M.1,,"f131',1,FOR IMMEDIATE RELEASE Contact: Sam Oleson (715) 412-1120 GM PARTNERS WITH CITY GOVERNMENTS TO DONATE PORTION OF VOLT PROCEEDS TO LOCAL PARKS
Green Car, Green Space Initiative expected to bene!t park systems in urban areas
DETROIT (December 13, 2010)—General Motors, in conjunction with city parks departments across the country, will be donating $1,000 beginning in January for every 2011 Chevy Volt sold in those markets to establish and preserve parks in urban areas.
With the continuing growth of cities and loss of parks and green space—especially in urban areas—GM be-lieves it is essential to preserve space for families and individuals who are increasingly subjected to the noise and fumes that are part of the urban environment. “We at GM believe that preserving parks and green space for families to enjoy is important for American society,” said GM CEO Daniel Akerson. “Urban families should be able to enjoy elements of the suburban lifestyle.”
!e 2011 Volt, with an engine that will be powered purely by electricity, represents both the future of the American auto industry and a sign of hope for the environment.
“Whether Americans realize it or not, preserving the environment in a time of increased air pollution is an important mission,” GM Vice President Mark Ruess said. “!rough both the Volt’s innovative electric tech-nology and our Green Car, Green Space initiative, we hope to do our part.”
!e initiative will go into e"ect in Washington D.C., New York City, California and Austin, TX—the initial markets for the Volt. It will then expand nationwide by late 2011. ###
communications
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FOR IMMEDIATE RELEASE Contact: Sam Oleson (715) 412-1120
GM PARTNERS WITH COMEDY CENTRAL’S JON STEWART TO PROMOTE CHEVY VOLT
Late-night satirical news program host to publicize Volt through YouTube, "e Daily Show
DETROIT (December 13, 2010)—In support of the all-new Chevrolet Volt, General Motors has enlisted the help of Comedy Central’s Jon Stewart to promote the groundbreaking new vehicle.
Stewart will help to promote the Volt by starring in YouTube video demonstrations as well as direct-ing !e Daily Show to the You Tube channel.
“I couldn’t be more excited to work with GM to promote a pioneering new automotive,” Stewart said. “!e Volt is a sign of great things to come for the American automotive industry and I’m ec-static to just be a part of it.”
!e Daily Show, a satirical political news program on Comedy Central, generally has between 1.45 and 1.6 million viewers nightly, making it one of the highest-rated cable programs on the air.
“!is is just really a perfect situation for us,” GM CEO Daniel Akerson said. “Jon is one of the lead-ers in the comedic world, but also gives o" a sophisticated yet down-to-earth vibe. It’s like him and the Volt were meant for each other.”
Filming for the YouTube videos will begin in early January 2011 and will continue throughout the rest of the year.
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communications
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Washington Post1150 15th Street N.W.Washington D.C.(202) 334-4969
Washington Times3600 New York Ave. N.E.Washington D.C.(202) 636-3000
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Detroit Free Press615 W. Lafayette Blvd.Detroit, MI(313) 222-6600
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WXYZ-TV (Detroit)20777 West 10 Mile Road South#eld, MI(248) 350-3058
New York Daily News450 W. 33rd StreetNew York, NY(212) 210-2100
!e San Francisco Bay Guardian135 Mississippi StreetSan Francisco, CA(415) 255-3100
WJBK-TV (Detroit)16550 W. Mile Road # 9South#eld, MI(248) 557-2000
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communications
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![Modulation and Demodulation of Pulse Position Modulation ... · Pulse Position Modulation (PPM) is widely employed in Optical communications [1] and wireless communication [2]. One](https://img.pdfslide.us/doc/110x75/5e9e14ede02fbb6b4309a852/modulation-and-demodulation-of-pulse-position-modulation-pulse-position-modulation.jpg)
