Campaign details

Brand: Chevrolet
Advertiser: Chevrolet Canada
Lead agency: McCann Canada
Category: Automotive - Vehicles

Executive summary

The Challenge

Urban millennials simply weren't interested in cars.

The Idea

For millennials, it's all about technology and the access they get from it – so we turned Chevrolet Spark into the ultimate mobile device.

Bringing the Idea to Life

We packaged and teased Spark exactly like a cool new smartphone, then launched it wherever our audience would be using, buying or thinking about tech.

The Results

We had an aggressive goal of selling 3,000 cars in 2016 – and we achieved it in just the first two quarters of 2016.

Effie awards category context

How do you sell to people who are completely uninterested in your product category?