The media campaign starts in Ibirapuera Park and passes through several locations in Brazil
Chevrolet started an OOH media campaign as part of the communication strategy for the launch of the New Montana, a model that combines the comfort and drivability of an SUV with the robustness and versatility of a pickup truck.
The campaign uses a hyper-realistic technology unprecedented in Brazil, which consists of a cube with LED panels, with a structure of 40 square meters, with Nova Montana highlighted, which creates a 3D effect and creates an immersive experience for the public. .
The campaign developed by Commonwealth//WMcCannque, WMcCann’s division for exclusive Chevrolet service, began on April 29 at Parque Ibirapuera, in So Paulo and will also pass through several locations in Brazil such as Rio de Janeiro, Goinia, Salvador and Curitiba.
Our products have become increasingly innovative, which requires equally innovative campaigns. This is the case of Nova Montana, a launch that came to redefine pickup configurations in Brazil, uniting the best in the universe of SUVs with the efficiency and robustness of pickup trucks. For this reason, we also had to be pioneers when it came to communicating it, bringing this new technology that until then was unprecedented for Brazilians, says Chris Rego, GM’s executive director of Marketing in South America.
In addition to the immersive experience, in the actions in the public parks of the cities, there will be the distribution of gifts to the public, such as Chevrolet brand goodies and water bottles. The road show ends on July 1st.
