Chevrolet Finds "New Roads" to Consumers with In-Cinema Ad Buy in Screenvision Theaters Nationwide
New Global Branding Campaign Targets Movie-Goers to Support Launch of 20 New Models in 2013
NEW YORK--Feb. 12, 2013: Automotive powerhouse Chevrolet is once again tapping in-cinema advertising network Screenvision as a vital conduit to reach consumers nationwide with its new global branding campaign, "Find New Roads." The announcement was made here today by Jim Tricarico, Chief Revenue Officer for Screenvision.
For three weeks beginning February 15, Chevrolet will be running spots on more than 14,000 screens in Screenvision's coast-to-coast, in-cinema advertising network. The first, an expansive 90-second spot will run February 15 -- February 21; a 60-second version will run February 22 -- March 7. The global auto giant will be aligning all engineering, marketing and retail activities behind the new global vision, as it prepares to launch 20 new models this year worldwide.
"Chevrolet is at the start of a new road and we're pleased they are utilizing our in-cinema network as a new road to consumers," states Screenvision's Tricarico. "The new campaign is all about ingenuity. Chevrolet's ingenuity extends to the strategy of complementing their national television buy with in-cinema, which increases impact, recall, affinity and likeliness to purchase. Our network is an ideal vehicle to reach consumers with high affinity for auto purchase, and to communicate such an important message with the impact of the big screen."
Proprietary research from Screenvision indicates that Cinema works as a great complement to TV advertising throughout the year, increasing purchase intent/consideration by +36 percent, brand recommendation by +39 percent and top of mind unaided brand awareness by +50 percent.