Brand owner: General Motors
Lead agency: Commonwealth McCann
Industries: Supermini, subcompact cars
Media channels: Content marketing, Outdoor, out-of-home, Social media
Budget: 1 - 3 million
Chevrolet Spark is one of the most emblematic cars that has ever existed in the Chevrolet portfolio in Mexico. Over the years, it has earned a place in the hearts of all Mexicans, and despite it being an entry-level automobile, it has always offered more than expected within the price bracket in the automobile category (technology, comfort, design). But how do you make a car that has already exceeded all expectations redefine the segment once again?
The launch of a CVT automatic version is uncommon within this price segment, but a necessity in cities like ours where traffic reigns. Despite having a higher price, Chevrolet fearlessly bet on this version. The communication campaign also had to surpass all expectations. This is how the campaign was born and it would achieve a historic record for the brand in awareness, engagement and, most importantly, consideration and sales. The campaign also achieved an ambitious sales target and exceeded all key brand and performance indicators.