Chevrolet identified a need to connect with Black communities through targeted marketing efforts that moved past simple product pushes. The brand found a way through its more than 50-year-long partnership with the National Newspaper Publishers Association (NNPA), representing more than 200 Black-owned newspapers. 

In 2023, Chevrolet launched its Discover the Unexpected (DTU) Fellowship. The 10-week program offered students at historically Black colleges and universities access to resources and mentorship through journalism and marketing internships. Alongside independent multicultural marketing shop Carol H. Williams Advertising, Chevrolet produced a campaign promoting the launch of the fellowship and successfully drove brand perception and consideration of its electric vehicles in Black communities.

Chevrolet’s media push included organic social, grassroots outreach, NNPA newspaper placements and paid media efforts including digital ads and radio promotions. Chevrolet also tapped influencers such as Terrence J to promote the program.

The campaign helped Chevrolet reverse its lagging brand affinity. More than 75% of NNPA readers and 66% of the general market recalled assets related to the fellowship, while 63% of those exposed to DTU ads sought more information about Chevrolet. The campaign also drove a 12% lift in purchase consideration for Chevrolet electric vehicles among NNPA readers.

FINALISTS

Subaru of America, “National Make a Dog’s Day”

Entrant: Carmichael Lynch

Old and disabled dogs often wait the longest to be adopted, causing shelters to be overpopulated and under-resourced. This insight, combined with the fact that Subaru discovered that its customers are more likely to be pet owners than other car owners, made the automaker's mission clear: drive the adoption of these underdogs while building brand relevance at the same time.

Videos portraying these pups waiting to be adopted ran as unskippable ads and on social platforms, pushing the brand’s National Make a Dog’s Day campaign to drive 52,000 adoptions and $1.7 million in donations to Subaru retailers’ local shelter partners.

Chrysler, “Calm Cabins”

Entrant: Doner

Traveling can be challenging for families with people with autism. To address this, Chrysler created a car package that transforms Pacifica minivans into therapeutic sensory experiences called The Calm Cabin.

The Calm Cabin includes gadgets and accessories designed to help individuals with autism recenter their focus and reduce stress. Chrysler developed the package alongside nonprofit The Autism Society of America. The kit drew praise from the autism and automotive communities after Chrysler debuted it at the New York Auto Show during Autism Acceptance Month.

The 2024 Global Automotive Marketing Awards, a program created and run by Ad Age and Automotive News, is sponsored by TikTok and Experian. For more information about the program, please visit AdAge.com/AutoAwards.

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