Chevy’s Hidden Gems Campaign Engages Urban Hipsters By Combining Digital Out-of-Home, Mobile and Social Media
NEW YORK, NY — Chevrolet has launched a new ad campaign that encourages urban explorers to share their city’s up-and-coming and out-of-the-way hot spots. Chevrolet’s ad campaign, called Hidden Gems, combines digital out-of-home advertising with online and social media to engage twenty-something hipsters to test-drive a Chevrolet Trax, a new SUV equipped with street-smart features aimed at urban dwellers.
Chevrolet’s creative campaign, developed by Commonwealth/McCann, uses five high-traffic storefront locations in New York, Chicago and Los Angeles to engage consumers with a series of questions to determine their personal interests. Consumers recorded their answers using street-level interactive touchscreens. When completed the storefront transforms into a full-screen theater experience taking users on a journey to their personalized Hidden Gem. Hidden Gems include off-the-beaten path bars, restaurants, museums and music venues in the surrounding area. Consumers also received a personalized emailed featuring their Hidden Gem and are encouraged to explore more locations via a Trax micro site.
Pearl Media, an outdoor, experiential design and production company based in Fairfield, NJ developed the digital out-of-home installations. Each digital out-of-home installation features a 165-inch video wall and a large-scale interactive touchscreen. Pearl Media is a pioneer in digital out-of-home advertising creating campaigns for JetBlue, Lifetime Television, Verizon, HP, Nike, Texas Tourism, Korea Air, AT&T and Perrier. Pearl Media also creates experiential installations, 3D projections and billboards.
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.