800–457–6791 http://advertising.yahoo.com/digitaladventures 2010

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The ChallengeGM’s brand heritage spans over

a hundred years and offers cars

that suit every budget and lifestyle.

But in today’s crowded automobile

market, the American car maker

needed a fresh, memorable way

to engage a broader audience of

car buyers. The Chevrolet brand specifically wanted to

drive awareness and purchase intent of the Malibu,

Traverse and Equinox models as well as strengthen

consumers’ association of its vehicles with fuel economy,

style and quality.

GM needed a unique, attention-grabbing canvas to

show—not just tell—consumers the story of its cars. With

standard methods of online marketing, it was competing

for space and mindshare on a crowded page so it wanted

to create something innovative and exclusive.

The Solution

Digital adVentures

GM was the first advertiser to collaborate with Yahoo!’s

Digital AdVentures program to push the creative

boundaries of display advertising. Yahoo! Digital AdVentures

invites strategic partners to collaborate with Yahoo!

to develop, pilot and measure innovative advertising

solutions that solve key marketing challenges. To create

a bold brand experience, GM chose a Yahoo! Digital

AdVentures pilot that put the creative front and center.

spotlighting Bold Creative

Yahoo! was able to deliver the car maker an exclusive,

blank canvas on a page visited by 26 million Americans

each day. The Yahoo! Login Page is a user’s gateway to

content such as Yahoo! Mail and My Yahoo!. Featuring

only the login form, the page is uncluttered by competing

content or brand messages. GM partnered with Yahoo! to

feature the Malibu, Traverse and Equinox in a first-ever

takeover of the Login Page.

The ad unit nearly fills up the entire web browser. With the

online space to truly spotlight its top models, the car maker

captured the user’s attention with beautifully detailed

creative of each model’s interior and exterior features.

If you want to stand out in a cluttered auto market, you need more than just quality cars—you have to showcase them in bold new ways. So GM collaborated with Yahoo!’s Digital AdVentures program to pilot a next-generation ad format: a new, beautiful digital canvas that took over the entire Yahoo! Login Page and over a three day period, made GM’s brand the sole focus of 26 million American visitors each day.

Driving awareness and Purchase intent with Bigger, Bolder CreativeAs Yahoo!’s first partner in the Digital AdVentures program, GM pilots a new online canvas seen by 1 in 7 Americans

continued

Yahoo! Digital AdVentures partners with marketers to develop, pilot and measure innovative ad solutions. GM was the first to collaborate with Digital AdVentures to push creative boundaries.

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Yahoo!’s Digital AdVentures expert resources reviewed

all of GM’s creative—large, bold photographs of the

Malibu, Traverse and Equinox—prior to the launch to

maximize impact. The Yahoo! Login Page was redefined

as a branding tool that is art first, ad second.

Fueling interactive engagement

Yahoo!’s new ad experience was not only stunning, it

was also interactive. The Login Page takeover included

a button that could send a user to a landing page or

flash experience with a video or a navigable 360-degree

demo—without ever leaving the page.

Delivering Broad exposure

The Login Page afforded GM 100% share of voice and

unique-to-Yahoo! reach. As the exclusive Login Page

sponsor, GM was able to focus users on its brand without

being interrupted by any other advertising messages.

With about 26 million Americans visiting the page daily,

the campaign presented the brand with the opportunity

to reach all of its key demographics.

The Results

reach and awareness

Yahoo!’s first Digital AdVentures campaign targeted an

engaged audience at tremendous scale, reaching over 41

million unique individuals over the three-day campaign.

That means nearly 1 in 7 people in the US saw the GM ads.

The campaign generated significant incremental brand

awareness with 11.4% more people recalling the Chevrolet

Equinox brand after they were exposed to the Equinox

ad on the Login Page. The same was true for the Traverse

with an incremental increase of 8.9% and the Malibu with

5.9%. Consumers also thought more positively about

Chevrolet. Those exposed to the ad execution were 60%

more likely to associate Chevrolet with its three core

brand values: fuel economy, style, and quality.

engagement and leads

The Login Page takeover not only increased awareness,

but it also drove engagement. The campaign drove

100,000 incremental visits to the Chevrolet site.

That engagement carried over to Yahoo! Search, where

search activity for relevant brand terms soared

immediately after the ads premiered. During the

campaign, 4.3 times more users searched on relevant

terms. Searches for the Malibu on Yahoo! reached the

highest volume of the year, and for the first time exceeded

that of competitor Ford Fusion. Searches for both

Traverse and Equinox reached their highest level since

Chevrolet launched specific TV and print campaigns for

each model.

The campaign also delivered purchase intent and leads,

with requests for price quotes on Yahoo! Autos increasing

by 22%.

About General Motors: General Motors is one of the world’s largest automakers. Its portfolio of brands include: Buick, Cadillac, Chevrolet, FAW, GMC, Daewoo, Holden, Jiefang, Opel, Vauxhall and Wuling.

Requests for Chevrolet price quotes

on Yahoo! Autos increased by 22%