“Stories From the Road” Campaign Update

April 27, 2012

1. Strategy

2. Creative Roadmap

3. Messaging Matrix

4. The Work

5. Launch Plan

6. Next Steps

Agenda

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IT’S A NEW DAY

“Our focus now is to make GM the # 1 choice amongst business savvy Fleet, Commercial and Government buyers by offering Great Products, Innovative Business Solutions

and an Exceptional Customer Experience”

“Putting the customer first in everything we do”

GM FCOGM FCO

Field Team

Dealers

Guiding Principle

The Most Professional Partner

For Our Customers’ Fleet Needs

The Transformation

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PRICE….PRODUCT

GREAT PRODUCTSEXC. CUSTOMER EXPERIENCE

INV. BUSINESS SOLUTIONSPROFESSIONAL PARTNERSHIP

NEW BRAND IDENTITYNEW IDEAS

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The “Stories From the Road” Campaign

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PG&ESan Francisco, CA

City of Rock HillRock Hill, SC

Gateway ServicesShawnee, OK

City of HooverHoover, AL

Meals on WheelsTyler, TX

• 8914 miles• 42 hours of footage• 7800+ still photos

• Incredible FCO Field Team effort• Nearly 100 entries• Pump is primed

Creative Roadmap

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Small Business Government/Police Large Fleet

Gateway ServicesShawnee, OK

City of Rock Hill Rock Hill, SC

PG&ESan Francisco, CA

Meals on Wheels (MOW) Tyler, TX

LONG FORMAT

:30 SEC

:15 SEC

“Police Performance/Safety “–

Rock Hill/Hoover

“Tahoe Police” –Hoover, AL

“Dependability “–Meals on Wheels

“Dependability “–Gateway

“Tahoe Police”Hoover, AL

“Partnership” –PG&E”

“Alt Fuel” –Rock Hill, SC

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ROCK HILL

GATEWAY PG&E HOOVER MOW POLICE SAFETY

ALT FUEL

COST OF OWNERSHIP

SUSTAINABILITY

ALT FUELS

EFFICIENCY

HYBRID

PROFESSSIONAL PARTNERRANGE OF VEHICLES

QUALITY

MUTUAL SUCCESS

TRUST/RELATIONSHIP

QRD

SAFETY/PERFORMANCE

RESALE VALUE

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The WorkCity of Rock Hill

PG&E

City of Hoover

Gateway Services

Meals on Wheels

LET’S MAKE FILM WITH

resonant themes. CLEAR POINTS.

AND GREAT STORYTELLING.

Creative Objective

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Launch Objectives

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• Dramatize “Your Success is Our Success”

• “FCO is on the move….”

• 360 integrated approach

• Maximize content impact

• Challenge existing plans and channels

• Excite GM Internal/Field, Dealers and Customers

• Start with “Push”….begin to move toward “Pull” from our customers and dealers

Advertising/CRM

CRM

Digital/Search

Social/PR

EventsDealers

Field

Chevy/GMC Brands

GM Internal

Next Steps

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• D. Johnson Review

• Brand Reviews– Chevy– BG

• Finalize Product Preview Components

• Prepare for Dress Rehearsals

• Execute Launch Plan