Everyone knows that presenter Marcos Mion specializes in analyzing details. That’s why Chevrolet summons its Chief Mionzera Officer (CMO) to show in detail all the attributes and particularities of Nova Montana in its campaign “Menos pera, mais bora”, launched last Sunday (05), during the Fantástico .
In a playful and fun way, Mion presents a “bora” for each question asked by consumers when thinking about having a Montana – within this proposal, items such as a intelligent bucket for luggage and purchases, greater space in the rear seat for passenger comfort and the latest generation connectivity system with native Wi-Fi become solutions to everyday challenges. With that, the parts reinforce how the new Montana is the SUV you need in the pickup truck you dreamed of. The campaign was created by Commonwealth//WMcCann, a division of WMcCann exclusively for Chevrolet.
On social networks, the Nova Montana campaign will tell a special and relaxed story, presenting the opinion of those who lived through critical moments with “pear” in other cars: the Knee. The action will bring the character created especially to bring, in a fun way, stories about how his life changed from “pears” to “boras” with New Montana. The goal is to amplify the message, in addition to bringing the connection with the young audience that the brand has been building in its latest campaigns. There is also a squad of influencers with names like Arthur Picoli, Sthefane Mattos, Ellen Mil Grau, among others.
Already thinking about the main chosen name, that of Marcos Mion, Chevrolet had good reasons to choose the presenter. GM’s CMO in Latin America, Christianne Rego, had an exclusive chat with Adnews, in which she commented on recent Chevrolet marketing strategies. She added on how Mion’s image ties in with the brand’s own identity:
“The first thing that comes to everyone’s mind when talking about Mion. This identity that he has has a lot to do with what Chevrolet wants to convey as a brand. In addition, these characteristics have a lot of empathy with the audience, and this is something that marks Chavrolet a lot, his joviality, what he represents as a person.”
As a media strategy, the brand will bring to the streets a cube in an out-of-home (OOH) format – a 3D New Montana – in addition to different landscapes and weather conditions that will show how the car adapts to any area. With technology and innovation, the brand seeks to reach different audiences with unfolding pieces for radio, cinema, digital media in shopping malls, in addition to TV films with national coverage.
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