The New GM – Ad4ever

Using the Madonna song “Secret” GM launched a full scale rebranding that extended from broadcast and print to mini-site and online marketing. To communicate the sense of breakthrough vision for the brand, Zentropy Partners employed the children’s toy, Viewmaster, to underline the idea of vision.

With a playful take on binoculars, employing the Viewmaster also worked well to communicate the new campaign message of “The Secret is Out.” Visitors to all vehicle shopping sites (KBB, Edmonds, etc) were treated to this Ad4Ever piece that frolicked over the screen and cycled through a number of ViewMaster “slides.” When the user clicked on the piece, they were taken to the mini-site where they “used” the ViewMaster to click through the lineup of the latest Buick, Cadillac, Chevrolet, GMC, Hummer, Pontiac and Saab models. Waning sales for GM skyrocketed and we won awards. Good times.

January 03, 2015