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Choose the future. How far do you want to go?

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Dena Goldstein

Devan Rittler

Stephanie Demetrius-Lallas

Emily Osborne

Maggie DeGroot

Lauren Anderson

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What We Found

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What We Found

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What We Found

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What We're Going to Do

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What We Want to See Happen

Ultimate Objective:Maintain Loyalty through education- 30%Increase Sales by 4,000- approx. $160 million

Secondary Objective:Knowledge in Midwest, South NortheastAlign with EV Project in 2013

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The Moxie Idea

Choose the Future:How Far Do You Want to Go?

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Meet TrentPrimary:"The Tech-Savvy Up and ComerTrent Adams

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Meet the BrightsSecondary:"Suburban Go-Getters

Madison and Gabe Bright

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Meet HarperTertiary:"Midwestern Trailblazer"

Harper Meyers

P

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PositioningTheres Nothing Else Like it

B I F

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Branding: Into the Future

Then: The Brand

Next Door

Now: The Innovative

American

S C

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oHigh Frequency, Low ReachoTiming

February 1, 2012 - February 28, 2013oLocation

West CoastMidwestNortheast

oAllocationTelevision and Print

Scope of Campaign

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How We're Going to Do It:

Media

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How We're Going to Do It:creative

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Concept: The first of its kind. Drive into the future.

[SOT: 05]

Music: Avicii Levels

[VO: 15]Narrator: The new Chevy Volt is the first of its kind. It is a revolutionary car that offers you

the option to drive on electric energy or gasoline fueled power.

The Volt is the first to provide the force behind its electric propulsion system while

sustaining a smooth whisper-like ride at speeds up to 100mph.

It is the first and only car that automatically transitions from electric powered energy to a

unique gasoline range-extending capability.

The Volt has reshaped the electric car. Get there first in the Chevy Volt.

[SOT: 07]

Music: Avicii Levels Sometimes, I get a good feeling

[VO: 03]Narrator: Chevy Volt. Choose the future, how far do you want to go?

Radio Spot

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Interactive Media

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Interactive Media

Interactive Media

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Interactive Media

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How We're Going to Do It:Public relations

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Moxie will:o Increase understanding of the Chevy VoltoPromote the implementation of charging stationsoMaintain brand loyaltyoProvide consumers with the power of choice

The strategy

Public Relations Plan

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Public Relations PlanVolt & Apple: Choosing the Future

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"Children are the Future"campaign

Public Relations Plan

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