The brand’s new campaign features children in prominent roles to illustrate the arrival of the future, the same proposal for the company’s new line of electric cars
The future has arrived! And Brazilian consumers can now be part of it alongside Chevrolet. The brand has just launched a campaign to present its new family of electric vehicles in Brazil and its new exclusive logo for this line, inviting the public to experience the transformation to electric mobility. From now on, cars will be more sustainable (with zero emissions of polluting gases), more connected, quieter and fun to drive. And with the great advantage that they can be charged in the comfort of one’s own home, just by plugging the car into an outlet, as is done with smartphones.
Signed by Commonwealth//WMcCann, division of the WMcCann agency for exclusive service to Chevrolet, the campaign goes beyond conventional language, bringing diversified materials and content on social networks, with the objective of disseminating knowledge about the new electric category and the differentials of the new products. For the launch, Chevrolet presents a film that shows how the future is closer than we imagine. In it, children are presented as the next astronauts, leaders, scientists and technology geniuses, showing that the future is already being built and that the new generation of Chevrolet electric vehicles is already here, ready for the next step towards sustainable mobility.
“The Chevrolet brand is committed to sustainability and Brazilian consumers, who tend to be extremely adept at innovative products and are increasingly inclined to purchase items that have a low impact on the environment and are much more technological. In the campaign we are launching, in addition to presenting our new products, Bolt EUV, Blazer EV and Equinox EV, we also present our exclusive logo for 100% electric cars: the Chevrolet, with the EV highlighted in blue, which refers to Electric Vehicles (Electric Vehicles) and is at the heart of our strategy for the future,” explains Chris Rego, executive director of Marketing GM South America.
The campaign also explores technologies specific to the EV segment that change the way people drive cars, such as the driving system One Pedalregenerative braking and autonomy.
“The challenge for Chevrolet’s new campaign was to find a language that could speak to different audiences and present, in a clear and engaging way, the attributes of the brand’s new electric family in Brazil. We know that talking about the future awakens the consumer’s desire and, therefore, we wanted to show, with an emotional narrative, that the future has already arrived in the lives of our consumers in a concrete and real way, either with the people who will shape it or with the vehicles they will drive”, explains Fernando Penteado, Creative Director at WMcCann.
Challenge is Autonomy
To mark the debut of the Bolt EUV in the Brazilian market, Chevrolet’s latest electric model, the brand promoted the “Bolt EUV Autonomy Challenge”. For two days, the vehicle was running non-stop on the circular track at the GM testing ground, in Indaiatuba (SP), with the aim of presenting its autonomy record and demonstrating its energy efficiency: more than 900 kilometers were driven with a full battery charge, breaking market records.
The meeting took place on the 8th and 9th of May. Consumers were able to follow the challenge through coverage real time on Chevrolet’s social networks, presented by Paula Duprat, recognized for her connection with the automotive universe. The challenge gave start on the theme surrounding the brand’s Instagram launch, reinforcing the attributes of the electric car and attracting public attention. The social media strategy was conceived and executed by Commonwealth//WMcCann.
Watch the full campaign film below.
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