Campaign details

Brand: Chevrolet
Brand owner: General Motors
Lead agency: Commonwealth McCann
Country: Mexico
Industries: Supermini, subcompact cars
Media channels: Content marketing, Outdoor, out-of-home, Social media
Budget: 1 - 3 million

Executive summary

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.

Market background and Objectives

A paradoxical reality