Chevy holds a unique spot within GM because of its vast reach. The brand is the company’s volume leader and has its broadest customer base, with a portfolio that includes budget-friendly small cars, electric vehicles and heavy-duty pickups.
A brand like that, Majoros said, has a responsibility to be as inclusive as the customer base it to which it hopes to market.
Chevy didn’t base this effort on a preconceived set of ideas. It sought input from the LGBTQ community to build the campaign and relied on Q.Digital’s expertise to help determine the most critical subjects to explore.
The content carried recurring themes of perseverance, triumph and helping others within the community overcome struggles, said Christine Wright, who manages media strategy and planning for Chevy and is part of the LGBTQ community.
The Q.Digital team traveled the country conducting interviews for the expansive undertaking.
Chevy said it “wanted to spark these conversations, and obviously be seen alongside these conversations, but we’re not talking about cars,” Q.Digital CEO Scott Gatz said.
