Chevrolet Sonic: Firsts
Goodby Silverstein & Partners
Business situation & campaign objectives: Big risk, big reward
Among the great thrills of research are the moments when we are able to identify, unpack and reveal a new insight for the first time. When advertising research is successful, the insight at its core persuades consumers to think and act differently about a product. But what happens when we uncover an insight in our consumer research and use it to persuade the client to think and act differently about how they advertise? With the Chevrolet Sonic, the opportunity found us. Our research insight...