Strengthening the Image of Authentic American Imported Cars... Chevrolet Launches Be Chevy Campaign

[Asia Economy Reporter Suyeon Woo] Chevrolet will carry out the Be Chevy brand campaign until the end of March this year. The campaign was prepared to strengthen Chevrolet's identity as an authentic American import brand in the domestic market and to expand customer communication.

Chevrolet is conducting the Be Chevy brand campaign through TV commercials and online channels. Chevrolet defined the five core values it possesses and aims to pursue in the future as the five key values.

Through the campaign video, Chevrolet conveys the five values it pursues: ▲Urban ▲Original ▲Fearless ▲Closer ▲Good.

Be Chevy Chevrolet Brand Campaign
Photo by Chevrolet

Urban signifies a sophisticated and metropolitan image and lifestyle. It embodies the will to create new trends and become the center of them. Original refers to the originality and creativity shown through technology and design as a brand that has led the automotive industry based on over 100 years of heritage.

Fearless represents Chevrolet's determination to challenge boldly and wisely amid fierce competition. At the same time, it implies support for those who courageously take their own path. Closer reflects General Motors (GM)'s corporate value of becoming the world's most inclusive company, respecting customers from diverse backgrounds, and the desire to get closer to them. Lastly, Good signifies Chevrolet's commitment to spreading positive influence amid the cold and indifferent atmosphere caused by the COVID-19 pandemic.

Jung Jung-yoon, Chief Marketing Officer (CMO), said, "Through this brand campaign, Chevrolet aims to deliver the brand's values and the authentic American lifestyle to domestic customers," adding, "Starting with this campaign, we will solidify our position as an authentic American brand in the imported car market."

Meanwhile, Chevrolet also paid attention to selecting background music (BGM) and voice actors that fit the image of this campaign. The background music chosen was "Good Together" by HONNE, known for dreamy and sensuous R&B music. The narration was done by singer Kevin Oh.

Along with the event, the Be Chevy customer event will be held at Chevrolet showrooms nationwide from February 6 to 28. Customers visiting the showrooms will receive scratch cards that allow them to instantly check if they have won. Prizes include 1st place Be Chevy electric kettle, 2nd place Be Chevy round T-shirt, and 3rd place Be Chevy sticker set.