Chevrolet Sail 3 Launch Campaign: Reconnecting lower tier cities car buyers with happiness

This case study demonstrates how, against a backdrop of fierce competition and cultural change in China's small sedan segment, Chevrolet launched the third generation of Sail cars through emotional bonding.

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...

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