The US car manufacturer is launching four models in the UK this year and plans to use PR stunts, social media and event marketing to reach consumers.
Chevrolet is the first brand to adopt in-game advertising on the Microsoft Xbox Kinect console with a campaign that promotes its forthcoming electric car Volt.
Chevrolet says that while it is the fourth biggest car brand in the world and a household name in the US, in Europe it is relatively unknown and has only 1-2% consideration and 5% awareness.
Wayne D Brannon, Chevrolet Europe president and managing director says that the US car brand’s challenge in the UK is to build the brand’s awareness quickly while keeping costs down.
“Our biggest challenge is to look for non conventional ways to tell our story. It takes years through conventional media to build your brand,” he says.
For more on Chevrolet, see this week’s Marketing Week print edition for a double profile on Chevrolet UK managing director Mark Terry and Wayne D Brannon, president and managing director of Chevrolet Europe.