Project: Certified Story Time
My role: Copywriter
Awards: One Show Silver Pencil for Online Copywriting; CRESTA Gold for Scriptwriting
Chevrolet, Buick, and GMC Certified Pre-Owned (CPO) Vehicles come with a laundry list of great benefits you don't get with used. But so do other automakers' CPO vehicles. So how do we make our vehicles stand out? With Certified Story Time.
Our strategy centered around the insight that people are very unhappy with the car shopping experience. It's stressful and frustrating. Yeesh. So we created car shopping stories that appealed to people's emotions (and funny bones). We showed how happier endings were possible with GM's CPO program.
The Results
Impressions: Over 1 billion (yes, with a b)
Site traffic: Increased by 55%
Completion rate: 70% (27% better than auto industry average)
Change of Heart - Exchange Policy
Super Fresh Grandma - Roadside Assistance
Hidden Camera Hunt - Warranty
The Commuters - Inspection
We also created landing page/library to house all our stories so people could learn about the whole program in one place.
