Gilleland
Chevrolet
“Likes
kids. Enjoys
the outdoors.”
How
do you choose
the right car
for you? Gilleland
Chevrolet needed
a way to differentiate
themselves
from the competition
and the key
was to focus
on the selection
process. Everyone
has a different
list of criteria,
and just like
choosing a
mate, the process
is a personal
one. Gilleland
agreed to the
approach of
lending personality
to the automobiles
and their descriptions.
The “Matchmaker” campaign’s
success relied
on giving
the text the
feel of a “personals
column” description
coupled
with
a simple
image
of the auto.
It created
a personality
that a potential
buyer could
relate to
or
would be
looking
for. It
also
took away
the
stigma of
the
traditionally
painful
car-buying
process.
The “Matchmaker” campaign
included a
redesigned
website, ad
placement,
outdoor, radio
and on-site
point of purchase.
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