Chevrolet Makes Ad Buy in U.S. Screenvision Theaters Nationwide
Gail Chiasson, North American Editor
Automotive powerhouse Chevrolet is tapping in-cinema advertising network Screenvision as a key way to reach consumers nationwide with its new global branding campaign, ‘Find New Roads’.
For three weeks beginning Feb. 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 Feb. 15-21. 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,” says Jim Tricarico, chief revenue officer for Screenvision. “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.
Headquartered in New York, Screenvision is a national leader in cinema advertising, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers and providing comprehensive cinema advertising representation services to top tier theatrical exhibitors presenting the highest quality movie-going experience. The Screenvision cinema advertising network is comprised of over 14,300 screens in 2,300+ theater locations across all 50 states and 94% of DMAs nationwide.
Media planning for the campaign is Carat and the creative agency is Commonwealth.