Chevy is giving college students a chance to compete for the opportunity to have their idea for a Chevy ad produced for the 2007 Super Bowl. Having ad time during the game is the most desired spot, since it draws in more than 140 million viewers.
Teams will create an idea for a commercial promoting Chevy’s new designs and lineup of cars and crossovers—specifically, the Aveo, Cobalt, HHR and Equinox. Since these cars and crossovers are usually suited to younger buyers’ tastes, contestants will design their ads to specifically target the young adult market.
"Chevy is looking to increase awareness in its exciting new cars and new crossovers such as HHR, Cobalt, Equinox and Aveo to the 18-25 year old market so the college market is a great fit," said Travis Parman, a spokesperson for Chevy.
The contest is open to all full-time U.S. college students, who will compete in teams of up to three people. Students will submit their layout ideas later this fall.
The five finalist teams will be sent on an all-expenses-paid trip to Detroit. There, they will present their concepts in person to Chevy and ad agencies.
"This is actually really exciting, because if our ad gets chosen it could open a lot of doors for us. The Super Bowl is huge and would provide a lot of viewing for the winning ad," said sophomore Rachel Burden, an advertising major.
In terms of sales, Chevy hopes that the ads the students produce will give Chevy a fresh, clean look on their new lineup of cars and crossovers.
"We expect the Chevy Super Bowl Ad Challenge to generate a lot of excitement about these products as students develop a plan to advertise them," Parman said.
For more information, visit http://www.chevycollegead.com/
