PROBLEM: As part of small car division, Chevrolet Aveo5 scored low on sales. They think that it lacks character and personality, plus they think that it doesn’t connect at all with the audience.
TARGET AUDIENCE: The youth (18-25) - young graduates, university students, and young executives.
INSIGHT: Youth is a stage of transition between their personal and professional life. They love to explore and do whatever they want. Trying to be liberal but disciplined at the same time. Hungry of what life can offer. They want to express and let their voice be heard. With all these aspects, it helps the youth to be street smart. Anywhere they go and whatever they want to do, they can all survive it.
SOLUTION: Chevrolet wants to be part of it. They want to be familiar with their audience’s everyday life. They want them to be ‘totally street.” Their car (Aveo5) would be their medium to express their youth, speak their own language, convey their fresh ideas and show who they really are.
CREATIVE EXECUTION: We provided a platform for the youth to express their creativity. We call it “Totally Street.” We injected this message from TV to online. We used grafitti as the symbol of the campaign. Treatment is fresh and techy. In the website, audience were given the opportunity to totally customize a car through design and make it their very own. The campaign also deployed for
first time in the U.A.E. sponsored news feeds appearing on the home pages of Facebook and supported a lifestyle search program on Google & a full fledged display campaign on major portals and relevant recruitment sites, following the life stage of the target audience.
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