TRAX: My First Step
Ken Zhang
Campaign details
Brand owner: ChevroletLead agency: McCannBrand: TRAXCountry: ChinaIndustry Compact, small family cars, SUVs, 4x4sChannels used: Content marketing, Earned media, buzz, Internet - display, Internet - general, Magazines - consumer, Mobile and apps, Newspapers, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Social media, TelevisionMedia budget: 5 - 10 million
Executive summary
This case study describes how Chevrolet wanted to launch a new small SUV called TRAX in China – but young consumers in this category weren't considering the small SUV as a...