Chevrolet Celebrates New Independence on the 4G of July
New campaign introduces first and only brand to bring built-in 4G LTE Wi-Fi to cars, trucks and crossovers Campaign includes cinema, mobile/tablet, in-flight, internet radio and events
DETROIT -- July 4, 2014: Chevrolet is rolling out the largest deployment of vehicles with built-in 4G LTE Wi-Fi in the market this summer and the campaign to introduce these vehicles celebrates the freedom this connection brings with a timely push around the Fourth of July.
“Bringing 4G LTE Wi-Fi to customers through Chevrolet cars, trucks and crossovers allows an entirely new level of connectivity in transportation,” said Paul Edwards, U.S. vice president, Chevrolet Marketing.
The campaign will launch this week in media where consumers naturally connect around this time of year, including cinema, radio, and a partnership with GoGo in-flight Wi-Fi that allows fliers to connect through unlimited Facebook access during flights.
Chevrolet will also participate in Philadelphia’s fireworks display and the nation’s largest free concert by providing free Internet in four Chevrolet vehicle display areas on Benjamin Franklin Parkway. It also will leverage the Guinness International Champions Cup match between Manchester United and Real Madrid on August 2 at Michigan Stadium to reinforce these messages.
Television work will rollout between July and September with spots communicating the breadth of consumer benefits of 4G technology, and will cover multiple audiences, including Hispanic and African American.
The campaign was developed by Chevrolet with Commonwealth//McCann, Casanova Pendrill and Spike DDB.