Chevrolet Sonic: Firsts

In 2011, US automaker Chevrolet launched Sonic, its hypermodern small car, with the ambitious goal of appealing to both babyboomers and millennials.

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...

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