Extra Notes for the Judges:

Everybody In: Creative Business Transformation, SDG, Titanium

Mary Barra is working closely with the new administration on sustainability as well as the overall EV industry as “America’s future”
Mary Barra just launched her sustainability goals website – gmsustainability.com – as their tent pole to create a more sustainable future.
Mary Barra has from day one wanted to put Elon Musk and Tesla on notice that this is no longer a one-horse race.
Mary Barra is literally creating a complete overhaul of one of the most archaic male-driven companies. Simultaneously, changing the culture, changing what they design and build and changing the entire business model of GM.
Along with sustainability, Mary Barra has set immediate and actionable Diversity, Equity and Inclusion goals – and is expecting all of GMs vendors to follow in kind.
GM has already made great progress over the last 10 years:

23% reduction in absolute energy use
38% Reduction in Scope 1 and 2 Absolute Emissions
35% reduction in absolute emissions
31% reduction in waste intensity
45% Reduction in VOC Emissions
87% Increase in Wildlife Habitat Acreage.

BACKGROUND

When General Motors decided to commit $27 billion to electrification and a transition to go fully electric by 2035, they weren’t taking it lightly. Climate Action was the goal, consistent with GM’s existing Zero Crashes, Zero Emissions, Zero Congestion commitment.

We had supply covered – now we needed the demand. But getting drivers into EVs was not as simple as “build and they will come.” US EV market penetration stands at <2%[1] – limited by market skepticism and a lack of commitment from industry and governments to create the necessary infrastructure. Our brief was to spur EV adoption to mitigate the worst effects of climate change.

So, our objectives were:

-Make EVs the norm by putting them in the forefront of the national conversation

-Change the tone of EV messaging, making it more exciting and appealing

-Show how GM’s Ultium battery platform means EVs don’t have to be one-size-fits all

DESCRIBE THE CULTURAL / SOCIAL / POLITICAL CLIMATE AND THE SIGNIFICANCE OF THE WORK WITHIN THIS CONTEXT

Between government regulations and automaker preparedness, EV supply is ramping up, but consumer behavior has been slow to follow. For decades, Americans have been conditioned to be skeptical of climate change, and especially of electric vehicles. Even the <2% of US EV sales were mostly limited to coastal elites.

By making EVs more “normal” and appealing, GM would help build consideration for the entire category, helping consumers and brands transition to EVs across the board.

We would also tackle this demand problem through our Ultium battery platform, which has the capability to create an EV out of anything – family SUV or autonomous cocktail bar included. Providing this choice to consumers would hopefully help more people see that there was an EV for them – rather than feeling limited by the hatchback-heavy EV offerings of years-past.

DESCRIBE THE CREATIVE IDEA

There's an old saying “As GM Goes, So Goes The Nation.” While this might not have been true at all points in history, we were certainly hoping to make it true with this effort, using GM’s significant scale, vision, and brand power to change the trajectory of EV adoption and drive a movement that would get “EVerybody In.”

It would start with a refresh of the iconic GM brand and an exciting, EV convention-breaking ad campaign to signal the shift from corporate brand to category demand creator, turning a storied automaker into a champion of electrification.

We would also highlight the power of Ultium, demonstrating the infinite EV possibilities that come with our industry-changing battery platform and speaking to GM’s broader purpose of creating an all-electric future that’s both inclusive and accessible.

DESCRIBE THE STRATEGY

When examining EV communications, we noticed that they were sold primarily to two groups: “tree huggers” and the coastal elite. But they didn’t define America. Similarly, EV messaging often took a defensive stance (explaining why you don’t have to sacrifice too much to make the switch), or a preachy stance (explaining why you must switch). While GM’s goal was to mitigate climate change through the transition to an all-electric future, we realized that you can’t sell EVs by harping on people – you have to make it something they want to do on their own.

These findings showed that GM wasn’t the only one in need of a rebrand - EVs needed a jumpstart too.

So, we changed the norms, not only targeting Main Street Americans, but insisting that the all-electric future wouldn’t leave without them. We also made EV messaging more electrifying, speaking optimistically to create intrinsic demand.

DESCRIBE THE EXECUTION

We created an all-digital experience at CES demonstrating GM’s intent to lead an inflection point in EV adoption. “Exhibit Zero” showcased the power of Ultium to put everybody in an EV, allowing drivers to test out AR prototypes in their driveways - from a commercial van to an aerial vehicle.

Our “Everybody In” campaign transferred the power of EVs from West coast elites to everyday people. This was reinforced by our Super Bowl spot starring Will Ferrell that aimed to take on Norway for the EV leader title. It was so effective in capturing global attention that Norway’s Prime Minister responded in a social media coup that was part of the strategy, and even competitors joined in the fun with their own twist on the theme.

Finally, we built on this with an unprecedented commitment of phasing out all gas by 2035, prompting competitors and peers to issue similar statements.

DESCRIBE THE RESULTS / IMPACT

Our virtual experience inspired, excited and broke records, bringing a wider audience into the EV conversation

Named the “star of CES,” GM garnered almost double the effective engagement rate of their EV Day Event the year prior (25M vs 13M).[2]

And we orchestrated a change in the way Main Street Americans viewed GM…and EVs

Positive social mentions increased by 43%; and owned social posts were 139% more engaging and 135% higher reaching than the previous year’s EV Week event.[3] Electrification visibility across social increased 220% year-over-year.[4]

While we still have a long road ahead to tackle climate change, the GM campaign work represents the first serious effort by any legacy automaker to inspire consumers, industry and governments to join a cause they will benefit from far beyond GM’s share price. That’s because GM knows that the world only wins when everybody is in.

GM - Everybody In

CREDITS

Chancler Haynes

Lawrence Young

Rich Gonzales

Kacie Gomez

Marie Mangahas

Yvette Cobarrubias-Sears

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