General Motors Specialty Vehicles (GMSV) has teamed with performance marketing agency, Reprise, to launch its inaugural locally produced campaign .
The “That’s Boss” campaign introduces GMSV’s Chevrolet Silverado LT Trail Boss to the ANZ market, while leveraging the Aussie and Kiwi ethos of ‘mateship’ and adventure.
It’s also Reprise’s first campaign since scoring the role of GMSV’s creative agency of record in Australia and New Zealand earlier this year.
The campaign’s hero 2-minute video was shot in Tasmania and shows mates reminiscing around a campfire about the incredible things they did earlier that day, which included adventures aided and abetted by the rugged off-roader vehicle.
Marcelo Andrade, National Head of Strategy, Creative & Content, Reprise said the strategy was simply about telling a compelling story based on true and authentic people behaviour, to drive purchase intent.
“Key to the campaign is the idea that LT Trail Boss is for adventurers who aren’t afraid to cut their own path and ‘Live Big, Roll Strong’ showcased by the vehicle itself doing what it does best; from tackling rocky landscapes to traversing water crossings and towing heavy loads.
“We worked alongside production company Betty Wants In (BWI) to shoot a hero video in an iconic location in Tasmania, selecting local actors to give an extra authenticity and truthfulness to the campaign.”
He added: “All of this was done while we were in lockdown. BWI shot in remote Tasmania, while our creative team and client were checking the filming via Zoom and links to check shot by shot action. It was an amazing project to be involved in and we are proud of the result.”
Jodie Lennon, GMSV General Manager Marketing, CX and Communications said her company was “absolutely thrilled” with the campaign.
“Reprise just got it,” she said.
“Trail Boss is the pick of the models in the local Chevrolet Silverado range to use when you want to get away from it all. The campaign highlights a variety of vehicle attributes throughout the videos, always doing so with a liberal dose of humour to give the story a genuine feeling of reality and truth.
“We think the humour, set against adventurous backdrops and rugged activities will really resonate with enthusiasts who will relate to the various ‘That’s Boss’ experiences.”
The two minute hero video was launched last week and is supported by more than ten variations of 6”, 15”, 30”, and 60” spots; a series of comic feature-led videos; digital banners; social posts, a series of teaser videos and more.
The campaign will feature across social channels including Facebook, Instagram and YouTube
