This document outlines a campaign strategy for the Chevy Bolt EV that targets millennials between 18-34 years old. The strategy aims to spark curiosity about electric vehicles and address skepticism by informing the target audience that the Bolt has the longest driving range of any electric vehicle, making it efficient and reliable. The campaign will use print ads, outdoor ads, social media, and TV spots to convey that the Bolt allows owners more time to enjoy life's milestones due to its 238-mile driving range on a single charge.

1. ALICIA FREEBERG, NATALIE RUSSELL
& NIKKI SHEINKOP
CHEVY BOLT EV
CAMPAIGN
STRATEGY

2. WE WANT TO SPARK CURIOSITY ABOUT ELECTRIC
CARS IN THE MINDS OF OUR TARGET AUDIENCE. WE
WANT TO ADDRESS THEIR SKEPTICISM AND
INFORM OUR TARGET THAT THE CHEVY BOLT EV
HAS THE LONGEST MILE RANGE OF ANY ELECTRIC
VEHICLE, MAKING IT AN EFFICIENT AND RELIABLE
VEHICLE TO INVEST IN.
COMMUNICATION OBJECTIVE

3. TARGET AUDIENCE
‣ Male and female millennials
‣ Ages 18-34
‣ In the United States
‣ These consumers are interested in purchasing a car.
‣ They are also eco-friendly and value efficiency.
‣ The target is either college graduates or current college students.
‣ They are just starting their careers so they do not have a large disposable income.
‣ They live in urban or suburban areas.
‣ They feel pressure to conform to their peers and it is reflected in their spending habits.
‣ They spend their money on new technological gadgets, food and entertainment

4. MAIN IDEA
The Chevrolet Bolt EV has
the longest range in its class
at 238 miles on a single
charge. This allows car
owners more time to enjoy
life’s milestones.

5. PRINT AD

7. OUT OF
HOME AD

10. SOCIAL
MEDIA

13. AN ONSTAR PACKAGE INCLUDES
Automatic Crash Response
Emergency Services
Crisis Assist
Roadside Assistance
Navigation
Remote Access
OnStar Smart Driver
Advanced Diagnostics
OnStar AtYourServiceTM
Advisor support
30 Hands-Free Calling
Minutes every month
Theft Alarm Notification
Stolen Vehicle Slowdown
Remote Ignition Block
OnStar AtYourServiceTM

15. TV SPOT