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Intuition advertising

Final Campaign

Report

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Table of Contents:Executive Summary 4Research 5Campaign Strategy & Implementation 8Advertising 14Public Relations 21Budget & Finances 25Conclusion 28Appendix a: Flyers 30

Appendix b: giveaway branding/event logo 35

Appendix c: ad-executions 36

Appendix d: Social media 38

Appendix E: Event Pictures 42

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Executive Summary

We are Intuition Advertising, a student-run advertising agency working in cooperation with Chevrolet. All managed by Edventure Partners. We are working to promote the Chevrolet brand to college millennials ages 18 - 24, here at the University of Illinois at Urbana-Champaign. Our campaign focuses on five Chevrolet vehicles: the Camaro, Sonic, Cruze, Equinox and the Spark.

To better understand the target, Generation Y college students, we set up an online survey that digs deeper into their overall opinions and purchase preferences regarding, Honda, Toyota, Ford, Nissan and Chevrolet. We marketed our survey through Facebook and generated 420 responses within two days.Initial research demonstrated that our target market is largely indifferent regarding the 5 car brands. Although there was no clear leader, Chevrolet did place behind the import car-brands. Furthermore, responses revealed that the majority of our respondents do not intend to purchase a vehicle within two years; therefore, it was crucial to leave a lasting impression through our efforts. These insights, coupled with those we obtained through informal interviews, allowed us to set out to fulfill our clientʼs objectives:

-Increase opinion and consideration for the brand and vehicles -Develop a cohesive campaign that communicates a clear message, integrating the vehicles with the College Discount Program -Execute an event that is relevant, will attract students, and drives vehicle engagement

We focused on Price and Quality with the slogan, “Step into the driverʼs seat of excellence”. The intended takeaway message was, ʻquality is within reachʼ. To create that perception, we hosted a ʻVIP themedʼ block party which borrowed elements from the celebrity-lifestyle. It was a classy event where the stars were the 5 Chevrolet vehicles. Therefore, all the event-activities were built upon vehicle-interaction and engagement.

Our advertising strategy consisted of four stages that focused on creating buzz regarding the event. We started off with building mystery by sharing, only the date, location and time of our event. As time went by, we dropped more and more information-nuggets to complete the picture. Our efforts involved traditional and guerilla marketing tactics that enabled the students to engage with our campaign and the Chevrolet brand.

Our public relations strategy complemented our advertising and kept the interaction going beyond the event. We utilized Facebook and Twitter to create a two-way communication between students and our agency. We also sent out press-releases to different organizations to keep them updated on our campaign.

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Research

All our efforts started with research. We surveyed 420 members of our target market to better understand the current perceptions a typical college millennial has.As specified by our client, our target market was students attending the University of Illinois at Urbana-Champaign between the ages of 18-24. Through our pre-event surveys, we understood the aforementioned target marketʼs overall opinions and purchase preferences regarding Honda, Nissan, Toyota, Ford and Chevrolet.Beyond that, we conducted informal interviews with our classmates and friends to gain key insights about our target market and their likes/dislikes.

Furthermore, we conducted at-event and post-event surveys to track how our target marketʼs perceptions were changing as we went about our campaign. We also encouraged our eventʼs guests to fill out lead-generation cards after engaging with the vehicles.

Support for Strategy

The pre-event surveys and informal interviews were integral in setting up a strategy for our campaign.We found out that the majority of our target market doesnʼt plan on purchasing a vehicle in the near future. On the other hand, there was a trend indicating that overall brand opinions translated into ʻpurchase preferencesʼ. Chevrolet, wasnʼt in a satisfactory position for either.Therefore, we decided that we want to leave a lasting impression on the students. We focused on planting the ʻChevroletʼ seed in the studentʼs heads so that when the time comes for them to buy a car, those seeds would have generated roots.

To boost future sales, we had to improve current perceptions and that couldnʼt be done at a superficial level. That entailed providing a main takeaway message; leaving one lasting message is arduous enough - more so, when you have two messages battling for dominance.

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Pre & Post Event Research ComparisonOverall Opinion

Our pre-event surveys indicated that we are dealing with an indifferent target market (for the most part) regarding the different car brands. Although there was no clear frontrunner amongst the 5 car brands, the import cars tended to score higher in the ʻOverall opinionʼ “Excellent” category and lower in the “Poor” category.Comparing the ʻOverall Opinionʼ results between the Pre-event and Post-event surveys provides a revelation: out of the 5 car brands, only Chevrolet increased its overall positive opinion (ʻexcellentʼ and ʻgoodʼ categories). Furthermore, Chevrolet had the highest increase in the “excellent” perception - which was a 18% increase.

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Chevrolet Ford Honda Nissan Toyota

Pre-event Post-event

All brands: Positive perception

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Chevrolet

Pre-event Post-event

Chevrolet: “Excellent” Perception

Purchase preferencesChevroletʼs most promising results lie in the ʻPurchase Preferencesʼ changes. Overall, only Chevrolet and Ford had higher scores in the “likely” category of the ʻHow likely are you to consider each of the automotive brands the next time you look to buy or lease a new vehicle?ʼ question. Chevrolet had a 6% improvement in the “likely” category (ʻsomewhat likelyʼ and ʻvery likelyʼ categories). In addition, Chevroletʼs score in the “unlikely” category had a 11% decrease after the event.

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0.175

0.35

0.525

0.7

Chevrolet Ford Honda Nissan Toyota

Pre-event Post-event

All brands: Purchase Preferences - Likely category

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0.75

1.5

2.25

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Chevrolet Honda Toyota

Pre-event Post-event

All brands: Purchase Preferences - Unlikely category

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Campaign Strategy and Implementation

Objectives

• Get ʻseats in seatsʼ. To get students to engage and interact with the cars and the features

• Familiarize the students with the ʻCollege Discount Programʼ• Place ʻChevroletʼ on the students ʻPurchase considerationʼ radar

and to increase the likeability of the brand in general• Create a quality event that resonates with the studentʼs likes and

interests• Get people talking about the event through social media to

generate more impressions

Target marketGeneration Y students - Attending the University of Illinois at Urbana - Champaign between the ages 18-24

GossipersWe like to talk, and talk a lot

Tweeters/Likers & Sharers Weʼre on social media 24/7. If weʼre not posting/sharing stuff then weʼre certainly stalking photos/keeping up with our friends

Celebrity FanaticsWe all dream of being rich, successful and famous. Hollywood had something to do with that

Thrifty-SpendersWe like new things; but, at the same time, weʼre on a student-budget - therefore, we LOVE giveaways

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Position and Message

Quality at reachAccording to our target market, there is a dichotomy between expensive quality cars and everything else. However, the case isnʼt so; Chevrolet cars illustrate that quality doesnʼt have to come at an unbearable price. As a matter of fact, it can even come discounted for students. Quality is important, especially to the University of Illinois students – they do attend one of the top public universities in North America after all. Students are here cause they pursue quality, and that pursuit transcends just their education.Therefore, we want to show our target market that Chevrolet cars are not just reasonably priced. Theyʼre quality cars that are reasonably priced, two things a university student looks for.

Overall campaign Slogan:

“Step into the Driver’s seat of excellence”

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Main Event

Date: November 8th, 2012Time: 5 - 8Pm

Location | Intersection of Daniel St. and WrightA large part behind the success of our event was the location. You know what they say, location, location, location.We picked to host the block party on the intersection of Daniel Street and Wright, because of that locationʼs strategic position. Firstly, the close proximity to the University center, the quad, definitely allowed us to attract people leaving their classes during the beginning of our event. Furthermore, there are many popular restaurants and businesses on Daniel Street that provided us with more traffic during the later hours when students were heading out to unwind and dine.Lastly, right on the intersection of Daniel and Wright is the biggest bus stop on campus: The transit plaza. That allowed us to attract bus commuters that were stopping or catching a connection at that main bus stop.Thereby, our location kept providing us with a steady stream of people all throughout the event.

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Event - Entrance

Banner We hung up an 8 ft banner that contained the block partyʼs title at the Wright Street entrance to our event. It was hung from a lamp post and a stop sign marking the block partyʼs territory. We hung it up around 3pm as we started setting up and that generated intrigue amongst the pedestrians that were passing by at the time.

Red Carpet We rolled out red-carpet from both entrances of the party all the way to the heart of the action.

Welcome tables We had a welcome table manned by an organizer at each entrance to welcome the students and to attract other pedestrians to stop by. Each table had information on the different cars, the ʻStudent Discount Programʼ and on the event in general.

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event - Activities

Red Carpet Car Showcase: All 5 cars, Camaro, Cruze, Equinox, Sonic and Spark, showcased in Red carpet fashion

In-Car activities •Photo booth

•We placed props in every car and had photographers ready to take photos of students and their friends donning the props in the cars

• The cameras were hooked to a projector that projected the photos on a screen

• People used twitter to vote for the most-popular photo of the night (by retweeting the pics)

• Find the ticket• Tickets were used to exchange for giveaways• The tickets were strategically hidden across the car to

get the students to interact and come across the different features they have

•Car-tags•We researched car features that appeal to our target and

designed attractive and brightly colored tags with said features.

• These informational tags were placed all over the carsʼ interiors to point out the features and options to the students engaging with the cars

•Sound-system blast-off• At one point in time, the DJ stopped spinning and instead

we turned the carsʼ sound systems on, to showcase the power of the speakers and the clarity of the sound

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Free Food & Drinks • Free Pizza around the clock for all the guests•Non-stop Hot Chocolate and marshmallows - perfect for the

chilly weather• Free Jimmy Johnʼs sandwiches•All food given away by event-ʻbutlersʼ and servers

DJ spinning the Night away Upbeat and contemporary music

Giveaways•Cups• koozies•Sunglasses•Discount cards

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Objectives

• Promote event and the Chevrolet brand to maximize attendance

• Come up with professional and creative work in-line with Chevroletʼs values

• Utilize an effective/cost-efficient media mix

Strategy & TacticsOur advertising efforts consisted of 4 steps that kicked off on October 30th, 10 days before the event date. Our approach was mysterious yet aggressive. We didnʼt give everything away, right away. However, we provided information-nugget after information-nugget slowly and gradually. The idea behind that was to create buzz amongst the student body to as what was going on.At the get-go, our messaging only provided a date, time and a location. No titles, cosponsor info or anything of the like. That was true across all media we had, and worked in-tandem with our PR efforts. The reasoning behind sharing so little was to create that aura of mystery and to get people talking – which would advertise the event all the more at no extra effort from our end. We like to call that, the dynamo effect, once you spark the intrigue and interest amongst the student-body, the rest snowballs as you watch. That is especially true in todayʼs world of sharing and retweeting.However, as we went along, we provided more and more information regarding the event to paint a complete picture.

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Media-ChoicesA studentʼs mind is an overwhelmed one; assignments, exams, extra-curricular responsibilities and social-life activities, coupled with the thousands of ad-messaging weʼre bombarded with, keep our brains cluttered. Therefore, our messaging had to break through that clutter, capture attention and attract. Thatʼs where the science of our media-choices comes in.

FlyersThe meat of our advertising effort was in the traditional print form. However nothing about our ʻflyeringʼ was traditional. We didnʼt settle for posting a flyer here and there. Instead, we actually took over the entire billboard (when possible) by covering it completely with our messaging. We focused on high-traffic areas to get the biggest bang for our buck. As we let out more info, the messaging had to be continuously updated. Itʼs safe to say that, our street team was kept busy for the entirety of the advertising period.

Word-of-MouthThat was done through a couple of techniques

• Facebook-page blasts - We frequented UIUC student Facebook-pages with our messaging.

• AAF Listserv - The American Advertising Federation was nice enough to send out info regarding our event on their huge email listserv.

• Getting the Greek-life on board - We contacted the Upperclassmen at fraternities and sororities and informed them about our event. They brought their underclassmen along.

• Steve Hallʼs Extra-Credit incentive - Advertising professor, Steve Hall, was nice enough to offer extra-credit to his students that attended our event.

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Hybrid-ChalkingHere at the University of Illinois, student organizations spend hours chalking the quad with messaging regarding their events, only to have people walk all over them and pay little attention to the message.We wanted to attract the students in class – so we had to take our messaging to where they were. Thatʼs where the idea of ʻHybrid-Chalkingʼ comes in. Instead of chalking the sidewalks, we chalked the class-room black-boards. Here at UIUC, most of the professorsʼ lectures are of an electronic form, where the black-boards are left unused or left merely, to complement the powerpoint slideshow. Therefore, we figured that if we got our messaging on the unused-blackboards, we could have our messaging up-there for every-student to notice. With classes 50 minutes and longer, chances of that were pretty high.

Hot Chocolate giveaway on a chilly morningThe morning of the event-day, we gave out free hot-chocolate on the intersection of Wright and Daniel. Along with the cups filled with chocolaty-goodness, we also included a business card reminding everyone of the event we had planned for that evening. People lined up to get some hot chocolate. We gave out 300 cups in 1.5 hours.

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Advertising-ImplementationIntuitionʼs advertising strategy was to start off mysterious and then provide more and more info as went along. Our efforts were divided into 4 steps starting as early as 10 days before the event. These steps are detailed below:

Step 1 The introduction (October 30th - 31st)Here we planted the seed. Our messaging and flyers only provided a date, time and a location. Nothing more, nothing less. This simplistic approach introduced an itch and a question to everyoneʼs heads, “What in the world is happening on November 8th on Wright and Daniel?”Our flyers and our black-board canvassing kicked things off with that small nugget of information.

Step 2 The Block Party (Nov 1st - 4th)After two days of nonstop messaging reiterating the date, time and location of something, we proceeded to the ʻwhatʼ. Here we introduced the title ʻVIP Block Partyʼ to all of our messaging. We also included the QR code (linking to our Facebook Page) and a twitter handle to all of the flyers as we initiated our social media efforts.Furthermore, we set up the Facebook event-page and started plugging it on UIUC student Facebook groups (in-line with the degree of how much we were revealing).# This step required that we also remove all the messaging from step 1. Removal of earlier messaging had to be# done for each of the remaining 3 steps.

Step 3 The Veiled Vehicle (Nov 5th - 6th)In this step, we introduced imagery of a veiled car to our flyers to provide a hint of what is yet to come. Furthermore, now that we had more substantial information to share, we began our ʻWord-of-mouthʼ campaign through contacting different organizations, fraternities and sororities.

Step 4 The Big Reveal (Nov 7th - 8th)Here, we spilled all the beans and revealed what was really going on. Our blackboard canvassing revealed what was to be expected at the event while our flyers were split into 5 different iterations: each showcasing one car of the 5 that we were advertising.• AAF blasted our event-info through their listserv• The extra-credit opportunity was announced to Steve Hallʼs class• Hot chocolate+reminder-card combo were given out in the morning of the event-day.

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Flyer Iterations

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Step1 Step2 Step3

Step4

Advertising Successes

total reach: 29,009

total AD-media impressions: 70,6867,854 impressions/day (9 Day period)

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Hybrid ChalkingTotal Cost: $62.93Total Impressions: 3,186.3Total sites/day: 118Cost/impression: $0.019

Flyer-takeoverTotal Cost: $21.73Total Impressions: 67,500Total sites/day*: 37

Cost/impression: $0.00032*Some sites were shared with chalking

Hot Chocolate GiveawaysTotal Cost: $213∼300 cups served in 1.5 hours

- We were able to print the flyers in full-color for only $21.73 (largely due to using the free-printing provided by the College of Media). Since they were in full color and attention-grabbing, we assigned them a value of $0.50 per flyer.-The hybrid-chalking only required manpower and chalk. Furthermore, executing it wasnʼt very costly. Therefore, we assigned each chalking-iteration a value of $0.125.

Total AD-Value created = (2,374 flyers printed x $0.50 flyer value) + (1,062 chalking iterations x $0.125 chalking value)=

$1,320 + Value of Hot Chocolate giveaway impressions

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Objectives

• Work with the ʻAdvertisingʼ department to promote the event• Generate free exposure/publicity• Track media impressions• Organize Social Media accounts to provide info regarding the

event, cars and promotions

Strategy & Tactics

Press Release BlastsWe created two press releases to send out to different media outlets and organizations in the Champaign-Urbana area. The intention of said press releases, was to include the different organizations in the loop on what is going on. The potential outcome is generating free exposure and also serves as an invitation to the different organizationsʼ members.Notable organizations we contacted:

• The Daily Illini - The independent student newspaper at the University of Illinois

• Black Sheep Online - An online newspaper targeted at college students• Engineering club - An Illinois registered student organization• Illini Automotive club - An Illinois registered student organization• Environmental Club• Business Council• The different Fraternities & Sororities of the Greek System - UIUC has

the largest greek system in the US; we had to tap into that resource• AAF - The American Advertising Federation of UIUC. Largest Chapter in

the US.• The Finance Club

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• Ascend - A premier professional association for enhancing the presence and influence of current and future business leaders of Asian and Pacific Islander decent

• AACC - The Asian American Cultural Center• CSSA - The Chinese Students and Scholars Association

Twitter FollowingWe attempted to follow different members of our target market to kickstart our twitter campaign. We followed 288 twitter accounts that belonged to our target and that brought attention to our name and campaign.

Keeping the masses engagedThrough our social media, we were able to garner an immense reach. Nevertheless, that, once achieved, cannot be maintained indefinitely. In these situations, you have to keep the numbers engaged and interested. Therefore, we posted photos, survey polls, tweets, and status updates according to a preset social media timeline to keep the masses engaged.

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PR and Social Media Successes

FaceBook Event PageThe event page was created prior to the event with the main intention of getting our target market to RSVP and to allow them to invite their friends as well; thereby, expanding our reach.

• Reach: 2,298 - The invitation reached 2,298 members of our target market

• Response rate: 26.5% - 609 invitees responded to our invitation

• 69% of respondents clicked ʻattendingʼ

FaceBook Agency PageThe agency page was the main hub of information regarding our event, the cars and the promotion in general. It was the location for two-way communication with our target market and the place where all the event-photos were posted.

• Peak reach: 2,480 - We reached 2,480 members between the 5th and 11th of November (3 days +/- after the event).

• Activity fluctuation - A testament to the work PR did in parallel to the advertising departmentʼs, was the fact that activity on our page fluctuated in-line with the advertising strategy (see Appendix D, #2).

• Reach Demographics - 86% of females we reached and 84% of males we reached were part of our (18-24 college student) target market

• Notable mention - In the November 4th - 10th period alone, 139 people ʻcreated a story about our eventʼ.

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Facebook ‘Likes’ Value: According to a formula calculating the value of a Facebook like, we assigned each like a value of: $136.38.

That, multiplied by the number of likes we garnered (63) is:

$8,592Twitter ‘follower’ Value: According to a formula calculating the value of a Twitter follower, we assigned each follower a value of: $2.38.

That, multiplied by the number of followers we garnered (33) is:

$78.5Total social media valueThe following figure represents the value of likes and twitter followers. However, the actual total value is much higher as there were many impressions from people who didnʼt follow or like our accounts:

$8,671

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Budget and Finances

Objectives

• Reduce waste/aim for economy through our spending• Allocate enough money for every department +

possible emergencies• Utilize available community-resources• Choose cost-effective options• Maximize ROI

• Carefully select what to invest in• Pick most effective advertising-mediums possible

TOTAL campaign COST: $2,892

TOTAL value created: $14,521

Return on investment: 502.1%26

$2,316.1$321.8$44.9$300.0

S&IAdvertisingResearchReports & Presentation

ROI AnalysisThe intention from the get-go was to maximize ROI.We achieved that mainly through utilizing available community resources; for instance, the free printing offered to College of Media students.

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Research

350 College discount sheets $17.50

Lead-card shipment $27.42

300 Lead-card + 700 Survey printing

$0

Total $44.92

Advertising

Chalk & Expo Markers $62.93

Tape $3.88

Staples $2.96

Disposable Cups $36.07

Dixie Cups and Nesquik $103.75

25 Premium Color Flyers $18.77

1000 Premium Promo Cards $72.92

Duct Tape and Sidewalk chalk $20.56

2,349 Color Flyers $0

Total $321.84

PR

Facebook account $0

Twitter Account $0

Total $0

S&I

Giveaway Cups $209.08

Giveaway kozzies $155.10

Giveaway Ice-scrapers

$205.00

Giveaway Sunglasses

$301.56

Red carpet $91.05

Props & Decoration $305.78

Food & Drinks $532.49

Rentals $268.7

Banner $120.03

Posters $75.13

Total $2,263.92

Reports

Final Report Printing

$208

Total $208

Saved-Costs

Poster Pkg $7.05

Food $223.35

Giveaways $230

Misc. $296.75

Survey & Card printing

$100

Flyer-printing Costs $939.60

Survey Monkey acct.

$75

Value added

Advertising $1,320

Social Media $8,671

Total Campaign Value

$14,521

CONCLUSION

Intuition advertisingʼs efforts and planning were all fruitful as they culminated in a very successful event. We were able to not only, showcase 5 Chevrolet cars, but we were also able to do so in a fun and exciting environment. Our mysterious advertising campaign certainly required a lot of manpower; yet, successfully went according to plan. That coupled with our PR efforts got people talking and were able to effectively reach our target market. Our main focus was getting people to interact and engage with the Chevrolet brand at a personal level. Seeing people go in and out of the five cars, take pictures, mingle and spend their night at the event is a testament to how friendly and electric that atmosphere was on that day. Furthermore, that illustrates how our research made us understand our targetʼs likes/dislikes and perception of the auto-industry.

600+ photos were taken344 College discount sheets handed out218 At-event surveys completed350+ members of target-market attended the event70,686 total AD-media impressions2,298 Peak Facebook Reach502.1% ROI

What did we Learn?Flexibility is a must. We had to stay small and nimble. No time for wasting, and no space for dead weight. Our agency size dwindled over time as people who couldnʼt commit their heart and soul to the event, flaked away. At the time, it was disheartening to see people leave and drop. Nevertheless, it was actually a blessing in disguise.

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Eventually, the lines between departments started to fade. The Finance department started assisting with the strategy as the Research department provided its input on Advertising strategies. We all became part of one big department titled: ʻEverythingʼ.Furthermore, unexpected obstacles jumped on us from the most unexpected of places. That required us to think faster and act even quicker. Our creative bulbs had no time to dim. All that made us stronger and better critical thinkers.

Recommendations

During our event promotion, the number one frequently asked question regarded whether the attendees were allowed to test-drive the cars. We understand that, that provides another headache for Chevrolet; however, there must be a solution to this. Maybe, trained Chevrolet drivers can drive the students around and have them experience the cars on the road. This is because, cars are meant to be driven. Not experiencing driving a car is like not strumming a guitar - youʼre missing that vital part which makes it unique. You can only do so much with the looks of the interior and exterior. You donʼt truly develop affection for a car until you feel the acceleration and hear the throttle and the tires on the road beneath you.

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APPENDIX A: FLYERS

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APPENDIX A: FLYERS

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APPENDIX A: FLYERS

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APPENDIX A: FLYERS

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APPENDIX A: FLYERS

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Appendix b: Giveaway Branding/Event LOGO

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Appendix C: Ad-Executions

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Appendix C: Ad-Executions

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APPENDIX D: Social MEDIA MArketing

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APPENDIX D: Social MEDIA MArketing

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APPENDIX D: Social MEDIA MArketing

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APPENDIX D: Social MEDIA MArketing

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APPENDIX E: Event Pictures

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APPENDIX E: Event Pictures

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APPENDIX E: Event Pictures

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APPENDIX E: Event Pictures

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APPENDIX E: Event Pictures

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APPENDIX E: Event Pictures

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APPENDIX E: Event Pictures

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APPENDIX E: Event Pictures

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50Thank you