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General Motors Fleet
The Anti-Branding Campaign
RAN IN: United States
AGENCY
Chip Humitz, VP, Director of Brand Planning
Brett Sebens, Creative Director
Jennifer Swantek, VP, Group Account Director
Jeremy Sherard, Senior Copywriter
Fred Restum, Director, Design
Elizabeth Dauer, VP, Account Director
Russ Hopkinson, VP, Associate Director, Customer Experience Strategy
Chris Bissonnette, VP, Group Creative Director
Colleen Hill, Creative Director
Jeff Cruz, EVP, Chief Creative Officer
SUMMARY
General Motors Fleet faced a very tough challenge selling commercial vehicles to companies across just about every industry category. Their key competitor, Ford Fleet, was outspending them by up to 400%. GM Fleet realized the key audience, Fleet Managers, weren’t interested in fancy brand marketing, they wanted to see the cold-hard facts about vehicles that fit their needs. GM Fleet launch an anti-branding campaign — abandoning showing pretty sheet metal and laser focused on brass tacks business needs. The campaign closed the vehicle sales gap to Ford Fleet by 44%.
CASE VIDEO
Audience: Business Fleet Managers
Objectives: Market share - increase
Type: Business to Business
Language: English
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