Chevrolet: New Generation Chevrolet Spark

Car brand Chevrolet used a combination of digital, TV, print, cinema and a tie-in with Spotify to launch its New Generation Spark model and retain its leadership of the small car sector in Mexico.

Campaign details

Brand: ChevroletBrand owner: General MotorsLead agency: Commonwealth McCannCountry: MexicoIndustries: Compact, small family carsMedia channels: Cinema, Games & competitions, Integrated, Magazines - consumer, Mobile & apps, Online display, Outdoor, out-of-home, Radio & audio, Social media, Television, WebsitesBudget: 1 - 3 million

Executive summary

A small game-changer

Being a challenger brand in a segment in which you are already the leader is not an easy mission. The entry car segment is fast-growing and the fight to be the first car in people's lives is no easy task....

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