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Marketing Featured ANZ

WATCH: GMSV’s inaugural local campaign in ANZ

Australia – General Motors Specialty Vehicles (GMSV), the GM venture operating within Australia and New Zealand, has launched its inaugural locally produced campaign via performance marketing agency Reprise

The campaign called ‘That’s Boss’ introduces GMSV’s Chevrolet Silverado LT Trail Boss to the ANZ market, showcasing the ethos of ‘mateship’ and adventure which are key characteristics of Aussies and Kiwis.

The campaign’s 2-minute video, shot on location in Tasmania, creates a story of a few mates around a campfire reminiscing about the incredible things they’ve done during their day out and about, where their adventures are aided and abetted by the rugged off-roader vehicle.

Marcelo Andrade, national head of strategy for creative & content at Reprise, said the strategy was simply about telling a compelling story based on true and authentic people behavior to drive purchase intent.

Created with a humorous spin, friends in the ad look back on their energy-driven and scenic activities that have been both literally and figuratively done through Chevrolet Silverado LT Trail Boss such as a trip to the countryside, ‘fishing’, a ‘bike ride’, and flying a parachute.

“Key to the campaign is the idea that LT Trail Boss is for adventurers who aren’t afraid to cut their own path and ‘Live Big, Roll Strong’ showcased by the vehicle itself doing what it does best; from tackling rocky landscapes to traversing water crossings and towing heavy loads,” said Andrade.

Jodie Lennon, GMSV’s general manager for marketing, CX, and communications, said, “The campaign highlights a variety of vehicle attributes throughout the videos, always doing so with a liberal dose of humor to give the story a genuine feeling of reality and truth.”

She adds, “We think the humor, set against adventurous backdrops and rugged activities will really resonate with enthusiasts who will relate to the various ‘That’s Boss’ experiences.”

The campaign is the first work created and produced by Reprise since being named GMSV’s creative agency of record in ANZ earlier this year.

Launching last week, the 2’ ‘Hero’ video is supported by more than ten variations of 6”, 15”, 30’’, and 60” spots; a series of comic feature-led videos; digital banners; social posts, and a series of teaser videos, among others. The campaign will feature across social channels including Facebook, Instagram, and Youtube.

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Marketing Featured ANZ

General Motors Specialty Vehicles ANZ names Carat Melbourne as media partner

Melbourne, Australia – General Motors Specialty Vehicles (GMSV), the newly launched General Motors venture operating within Australia and New Zealand, has appointed media agency Carat Melbourne, to be its media partner.

GMSV is a vehicle business unit that hand-picks the most iconic General Motors cars and brings them to customers.

The appointment comes after a competitive pitch, where Carat won the business based on the depth and experience of its digital and performance media capabilities. The agency showcased a proven track record of creating personalized and seamless customer journeys from media through CX, driving leading-edge business performance.

As part of the partnership, Carat will be supporting GMSV with end-to-end media strategy, planning, implementation, and optimization for its ANZ business. This includes all paid media across its product portfolio such as the Chevrolet Silverado 1500 LTZ Premium, the new-entry Chevrolet Silverado LT Trail Boss, and all-new Chevrolet Silverado 2500, among many others.

GMSV’s General Manager of Marketing, CX, and Communications Jodie Lennon shared that the pitch was competitive but Carat brought media expertise and diversified business platforms. 

“GMSV is a challenger brand and it’s essential to have partners who will work in harmony to gather customer insights and use them to guide our in-market activities, with a laser focus on efficiency. We are excited to have Carat in our fold as we continue to build awareness of the GMSV brand,” said Lennon.

Meanwhile, Chris Ernst, the managing director at Carat Melbourne, commented that they are thrilled to have the opportunity to assist the GMSV team launch their incredible products here in Australia and New Zealand. 

“I also couldn’t be prouder of the team at Carat. To have been chosen based on our credentials in digital and performance marketing, through to offline strategy, planning and buying is a great reward for the awesome team who were involved in the process,” said Ernst.