‘Find New Roads’ will be used across all its territories, instead of the localised approach the brand currently takes in each market.
No details, other than the strapline, have been revealed but the first ads will launch in the US this quarter, potentially during the Superbowl.
Find New Roads is the first major work developed by Commonwealth, the agency created by Omnicom Group’s San Francisco-based Goodby, Silverstein & Partners and Interpublic Group’s New York-based McCann Erickson Worldwide last year to handle Chevrolet’s global advertising and brand strategy.
Mary Barra, senior vice president of global product development at the marque, says: “Find New Roads embraces the spirit of ingenuity that has been in Chevrolet’s DNA since the beginning and it will continue to guide every aspect of our business moving forward. We have sold Chevrolets around the world for almost a century, but we have never had one global vision.”
The US car marque claims to be the world’s fastest growing automotive brand and will launch more than 20 vehicles globally in 2013. It says that having a global strategy will help the brand maintain consistency with consumers and staff, particularly in key emerging markets.
Alan Batey, vice president of U.S. sales, service and global marketing, adds that Find New Roads will allow the whole company to “rally around a consistent theme” and has a meaning in established markets like the US as well as Russia and India where there is greatest opportunity for growth.
In the UK, Chevrolet has thrown its marketing weight behind sponsorships of both Manchester United and Liverpool football clubs.
Earlier this week Chevrolet launched an ad campaign starring players from both squads including Man U’s Ryan Giggs and Rio Ferdinand and Liverpool’s Glen Johnson and Jonjo Shelvey.
Read Seb Joseph’s view on Chevrolet’s Liverpool/Man U ad here.
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