Tracker Promotion Gets Replay

General Motors’ Chevrolet division in late April will launch a second phase of a sweepstakes promotion for its Tracker model.
The campaign’s first phase prompted more than 500,000 consumers to enter the sweepstakes, according to Dianne Romanelli, assistant brand manager of marketing for the sport utility vehicle.
Two 30-second TV spots from Chevrolet national agency Campbell-Ewald Advertising, Warren, Mich., break at the end of April, giving consumers a second chance to enter. Players have a shot at winning a new Tracker if they can guess the city in which the vehicle is shown, based on visual and audio clues. The new spots show the SUV threading its way through a crowded marketplace in a desert oasis.
The campaign is based on the concept that the Tracker is agile and durable enough to go almost anywhere, Romanelli said. The tagline remains, “The all-new Chevy Tracker. It gets around.”
A third phase of the $25 million promotion is set for October.
Tracker’s brand awareness has improved since the campaign’s first wave broke in January, Romanelli said. Over 21,000 people have since requested product brochures.
“Showing the Tracker in exotic locations has really helped elevate its image. It adds a level of sophistication,” which consumers equate with high quality, Romanelli said.