Chevrolet Sail 3 Launch Campaign: Reconnecting lower tier cities car buyers with happiness
Ken Zhang
Campaign details
Brand Owner: ChevroletLead agency: McCann World GroupBrand: SailCountry: ChinaIndustry: Compact, small family carsMedia: Content marketing; Earned media, buzz; Events and experiential; Integrated; Internet - display; Newspapers; Online video; Social media; Television; Word of mouth, advocacyBudget: 10 - 20 million
Market background and cultural context
Launching at the worst time of year, with hot competition and a shrinking segment
Compared to 2013, the total sales volume of the Chinese passenger vehicle...