Big Brother Brasil 23 is entering its final phase and Chevrolet took advantage of this moment to reveal the vehicle that will be delivered to the big winner of the 23rd edition of the program: the Silverado, which will be launched in the Brazilian market in the second half of this year. This was the first public appearance of the product, which will establish a new level of sophistication, performance and technology in the large pickup segment.
Chris Rego, Executive Director of Marketing for GM South America, which owns Chevrolet, comments:
“2023 is the year of pickup trucks for Chevrolet. We started the year with the launch of the Nova Montana and we are going to end it on a high note, with the arrival of the unprecedented Chevrolet Silverado to the Brazilian market. And the BBB is, without a doubt, the best platform for us to give the model the visibility it deserves!”
Silverado is a strategic product for Chevrolet, which is preparing an exclusive pickup configuration to meet local consumer expectations. This model will only be revealed at the time of commercial launch.
Try as a Finalist
The test featured the Chevrolet Equinox RS, in an endurance dynamic that decides the first finalist of the program, who also takes home the model. The RS version of the brand’s premium SUV features a sporty look, glossy black finishes, exclusive Radiant Red color and leather-covered seats with red stitching. The dynamic was created by Globo in partnership with Commonwealth//WMcCann, WMcCann’s division for exclusive service to Chevrolet.
#TeamChevrolet promotion on the BBB break
During the BBB break, Chevrolet showed a movie for TV with Diogo Defante and Rafael Portugal, who started a dispute to see who deserves to win the new Silverado pickup and invited the public to use the #TEAMCHEVROLET on social networks.
“We always seek to impact our target in a combination of means within the campaign ecosystem. Portugal and Defante were with us throughout the BBB, in consistent work focused on generating conversations for the brand on social media. Taking this fun and cross-platform language with a focus on entertainment to the offline was a natural move”, explains Patrícia Colombo, Head of Content at WMcCann.
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