The campaign, created by WMcCann, reformulates the way the brand communicates with the public in promotional materials
Chevrolet announced the launch of its new retail campaign that features the brand ambassador, Marcos Mion, as the protagonist.
Created by WMcCann, the campaign reformulates the way the brand communicates with the public in promotional materials, with the aim of reinforcing its leadership in the category.
The new retail campaign is more concerned with presenting the advantages as a whole, focusing on a greater connection with the public and making the pieces more affective, explained Chris Rego, executive director of Marketing at GM South America.
For the piece, the brand brought an update to the visual identity, which features references to the world of comics and the gamer universe, with a revamped guide. In addition, the campaign will now also have a female announcer, with the aim of expanding identification with a wider audience.
We want to go beyond prices, so we are going to show consumers the amount of benefits they will have when purchasing a Chevrolet zero km, and how this value is added to the product and the final price, added Fernando Penteado, creative director at WMcCann.
The campaign will have regional materials that communicate and differ according to each location. The media strategy features 30 and 15 pieces broadcast on open TV and payTV, in addition to a content strategy for the brand’s social networks, being one of the new pillars that integrate Chevrolet’s new way of selling.
