Campaign details

Brand: Chevrolet
Brand owner: General Motors
Lead agency: Commonwealth McCann
Country: Mexico
Industries: Compact, small family cars
Media channels: Cinema, Games & competitions, Integrated, Magazines - consumer, Mobile & apps, Online display, Outdoor, out-of-home, Radio & audio, Social media, Television, Websites
Budget: 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. Chevrolet needs to maintain its leadership position in this segment, defending the brand and business against aggressive competition.

The New Generation Chevrolet Spark came to break the untold rule of less for less. Just because your first car is small in size doesn't mean you should have small aspirations. After all, buying your first car is the first most important decision of your life. Redefining the segment resulted in positive opinion for the brand and exceeded sales expectations by almost double.

Market background and objectives

How to maintain brand leadership in the most competitive of sectors