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These rich media banners and preroll videos were used to promote various vehicle features on contextually relevant lifestyle websites. The intro vignettes were geared towards four audience types: parenthood/family, technology, business professionals, and empty nesters. Over 30 videos were created.
Even the lowest performer achieved higher scores than all other Chevy lifestyle ads. Won "Best of Digital Media" at the annual D Show Awards in Detroit.
Standard banners were designed to work across the entire family of models.
Each vehicle had the option of utilizing a variety of expanded panels to best promote the vehicle. Panels included features w/ hotspots, color selectors, comparison charts, photo galleries, and search inventory (via zip code).
In a time when most automotive sites were busy trying to stay above the fold, we moved Chevy to an editorial approach. Most people were unaware of all the features packed into each model, and to learn about all of them meant a lot of clicks. Our new editorial architecture provided the storytelling options and real estate to ensure each model's story was told in full, with only a scroll.
General Motors was so happy with the performance and design options, they decided to roll this architecture out across all divisional platforms (Cadillac, GMC and Buick).
Design direction by Dustin Davis.