Digital-Only Launch for Chevy Volt in U.K.

Chevrolet U.K., saying its Volt extended-range electric vehicle deserves an innovative launch, is going 100% digital with its new advertising campaign.

The first digital-only campaign by General Motors’ U.K. subsidiary now is live across multiple channels.

In its first project for Chevrolet, global media agency Carat has created a high-impact online presence, introducing new partnerships with media giants including AOL, Yahoo and AskMen.

Chevrolet U.K. public-relations manager Craig Cheetham tells WardsAuto the campaign initially will not use radio, television, newspaper, magazine or billboard marketing. “However, I’d suggest we aren't at all cutting ourselves off from a non-digital demographic,” he says in an email.

“This is the initial launch campaign, and we think the first customer take-up will come from so-called early adopters, most of whom embrace a digital world.”

The campaign does not necessarily reflect how Chevrolet U.K. will market the Volt long-term.

“Our marketing approach for all new models constantly evolves,” Cheetham says.

“Our colleagues at Vauxhall have launched the Volt-based Ampera with a very visible presence in print and on billboards. As both are GM brands, it makes sense for our routes to market to complement each other, rather than directly compete.”

Chevrolet U.K. Marketing Manager Rebecca Lawman says the aim was for a completely new type of campaign, one that is a first for Chevrolet and one that will have wide-ranging impact across a number of different media channels.

As part of the campaign, Chevrolet has partnered with AOL’s Huffington Post U.K., which will carry a dedicated “Innovation” brand channel within the technology section of its website for six weeks and host a variety of content including technology, housing, travel, design and fashion.

AOL has also commissioned three short films with a focus on innovation, featuring U.K. TV and radio personality Jo Whiley conducting interviews, as well as blogs about and reviews of the Volt.

A theme of green technologies and sustainability is featured in online display ads, infographics and a series of homepage and email login takeovers.

Similarly, in partnership with Yahoo, a series of login and inmail interactive displays allow users to explore key features of the Volt and learn more about the technology behind it.

The Volt also is a sponsor of the AskMen Innovation Awards, which celebrate 50 years of life-improving technology. Visitors to the website are encouraged to vote for their top innovations for the chance to win prizes.

The partnership will use ad placements and video-site takeovers across both the AskMen and the bespoke Innovation Awards webpage.

Lawman says the focus of the campaign is interaction with customers.

“One of the key aspects of this campaign is consumer perception, and developing our brand outreach within the digital sphere. This means we are able to gauge exactly what people think about the Volt,” she says.