Chevrolet Sail 3 Launch Campaign: Reconnecting lower tier cities car buyers with happiness

Ken Zhang

Campaign details

Brand Owner: Chevrolet
Lead agency: McCann World Group
Brand: Sail
Country: China
Industry: Compact, small family cars
Media: Content marketing; Earned media, buzz; Events and experiential; Integrated; Internet - display; Newspapers; Online video; Social media; Television; Word of mouth, advocacy
Budget: 10 - 20 million

Market background and cultural context

Launching at the worst time of year, with hot competition and a shrinking segment

Compared to 2013, the total sales volume of the Chinese passenger vehicle market had seen a substantial growth (9.9%) in 2014. Yet the small sedan segment share had declined by 3.1% at the same time, due to the domestic trend of consumer upgrade demands.