The challenge
As one of the most recognizable automotive brands in the US, Chevrolet has long relied on out-of-home (OOH) advertising to build awareness and consideration. But for the mid-cycle refresh of its Silverado HD models (2500/3500 trims), Chevy made a bold move—shifting its OOH strategy to focus on increasing purchase intent.
Rather than a broad awareness push, Chevrolet partnered with Vistar Media and Dentsu to create a highly targeted, data-first campaign that could connect with in-market truck buyers across the country. The result was a campaign that not only redefined how automotive brands use OOH with some of the best outdoor ads but also delivered measurable business impact at scale.
The solution
A data-driven roadmap to smarter engagement
The campaign began with an audience-led strategy—a departure from traditional location-based buying. Working with M1, Dentsu’s proprietary data platform and GM’s first-party data, the team built a custom segment known as Silverado Intenders. These were consumers identified through behavioral and transactional signals as highly likely to be in the market for a Silverado HD.
With support from Vistar Media, Chevy activated this segment across DOOH using real-time location data, programmatically targeting the right environments at the right time—maximizing relevance while minimizing waste.
Precision through place and time
The campaign ran across eight key markets:
- Atlanta
- Dallas
- Boston
- Phoenix
- Houston
- Denver
- Salt Lake City
- Minneapolis
By combining audience intelligence with Vistar’s programmatic technology, Chevy was able to:
- Prioritize strategic zip codes where Silverado Intenders lived, worked and shopped
- Identify high-engagement environments for message delivery
- Optimize dayparting to serve ads when audiences were most likely to engage
This approach brought together the best of custom audience targeting and media intelligence, driving performance with precision.
Diversifying the media mix
Chevy took a “Lighter for Longer” approach, distributing budget over an extended period to sustain presence and drive frequency.
Rather than limiting the campaign to traditional highway billboards, Chevy expanded its DOOH footprint to include:
- Gas stations
- Gyms
- Urban panels
- Sports venues
- Bus shelters
- Street-level furniture
This allowed the brand to reach Silverado Intenders across multiple moments in their day, from fueling up to commuting to attending live events—meeting them in contextually relevant environments and reinforcing brand message through repetition.
The results
A measurable shift in intent
Chevy evaluated campaign success through a brand lift study, analyzing audience awareness, consideration and purchase intent. While Chevrolet already enjoyed strong awareness, the study revealed a significant lift in mid- and lower-funnel performance among exposed consumers:
- +135% lift in purchase intent compared to those unexposed to the campaign
- +29% lift in consideration among exposed audiences
Importantly, all venue types delivered value, but entertainment venues and urban panels stood out as top performers for driving deeper brand engagement and decision-making.
And the momentum didn’t stop there—Chevy Silverado was named the second-highest selling vehicle in the US by Car and Driver during the campaign period, underscoring the connection between smart advertising and market results.
The takeaway
Chevrolet’s Silverado HD campaign demonstrated that OOH can go far beyond awareness. By combining first-party audience data, programmatic targeting and flexible media planning, the brand delivered a campaign that was both efficient and effective.
Key takeaways include:
- Audience-first DOOH buying can increase mid- and lower-funnel metrics
- Diversifying screen types helps reinforce messaging at multiple touchpoints
- Long-term, sustained campaigns ("lighter for longer") improve ROI over short bursts
- Measurement validates and strengthens future investment decisions
With Vistar Media’s platform and strategic support, Chevy activated one of the most impactful OOH campaigns in the automotive category, setting a new bar for what’s possible when data and creativity come together.
Ready to put your campaign in motion?
Whether you're launching a new model or boosting conversion near dealerships, Vistar Media helps automotive brands activate OOH campaigns that perform across every screen and zip code. Contact us today to learn how programmatic technology can bring precision and power to your next campaign.
