GM Uses Single Vehicle in Concept:Cure Campaign

General Motors focuses its Concept:Cure breast cancer research initiative on a single vehicle this year and has enlisted two agencies to integrate the program into the brand’s marketing efforts, said Candace Robbins, GM’s director of co-op marketing and entertainment alliances.
GM has selected the Chevrolet Cavalier as its lead brand for the program. Harris Marketing, Ann Arbor, which is the national agency for Concept:Cure, is partnering with Campbell-Ewald Advertising in Warren, Mich., the national agency for the Chevrolet division.
The campaign will include TV spots, Internet, event marketing, promotions and a sweepstakes, Robbins said. GM will join with Glamour magazine in sponsoring the Venus music tour, which showcases female performers and targets women.
Past Concept:Cure efforts have been spread across different divisions and different vehicles. This year’s focus was put on women 30 years old and younger, making the Cavalier a logical choice because it is favored by women, many of who are first-time car buyers, said Molly Peck, Cavalier assistant brand manager, marketing.
As in the past, fashion designers were enlisted to create signature versions for the program, with Tommy Hilfiger and Betsey Johnson, each creating a unique Chevy Cavalier for this year’s effort. The vehicles are awarded in a national sweepstakes.
“This year we’re really focusing on a narrower base of women, and we’re moving further down the purchase funnel with activities not just targeted at awareness but consideration and preference (of GM and its vehicles),” Robbins said.
GM created Con-cept:Cure, which in-cludes fundraising and educational ef-forts, in 1998.
The 2000/2001 program will launch in October, which is, Breast Cancer Awareness Month, along with the fall fashion introduction shows.
Concept:Cure is put forth by GM as a separate company brand, which according to research gives it a stronger connection with the cancer research it supports, Robbins said. K