Starting with an online grass-roots contest and culminating in a highly publicized national media buy, Campbell-Ewald's campaign for Chevrolet's HHR seems to use every possible media and touchpoint to spread awareness about the new vehicle, which looks like a cross between a PT Cruiser and an SUV. "We're trying to reach the people who think they're unique and who like to express themselves," says chief creative officer Bill Ludwig. "We took that and a brand new brand with an acronym for a name, and we knew that it would take a lot of effort to get people to recognize that name. So we thought, What if we could incite HHR activists across America to drive HHR name registration?" Starting with the morning of the client presentation, during which Campbell-Ewald sent interns to the Today Show plaza with signs emblazoned only with the letters, the agency showed Chevy they could build interest around the name. Next, they launched a website to collect original art and consumer films featuring the letters, spurred on by popular bloggers and a stunt held during Major League Baseball's All-Star game that garnered interest from the show's commentators. When the car and name were finally released during the summer, the site became a forum for a film contest, in which the best submission would win its maker a new HHR. The finalists, chosen from thousands of entries, were showcased during the Tonight Show on Sept. 22, when Chevrolet sponsored the show commercial-free and aired comedy skits directed by Andy Dick. In addition, colorful kaleidoscopic spots from Filmtecknarna and graphic print and outdoor incarnations cover the traditional media.
Client: Chevrolet (HHR) Agency: Campbell-Ewald, Detroit CCO: Bill Ludwig AD: Robin Todd CW: Nathan O'Brien Producer: Mary Ellen Krawczyk Broadcast Directors: David Nord and Boris Nawratil/Filmtecknarna Music: JSM Music Song: "Music Revolution" Musical Artist: The Scumfrog Tonight Show Copy Supervisor: John Woodward Director: Andy Dick/A Band Apart Editor: Alexis Chavez Print Art Supervisor: Susie Campo Online ECD: Ann Phipps CD, New Media: Stefan Kogler Senor ADs: Stacy Vick, Dustin Davis ACDs: Ashok Sharma, Gil Clough Project Manager: Jennifer Poulton