Chevrolet appears completely redesigned for the 2023 edition of Lollapalooza Brasil. And the main novelty is conceptual, as the focus from then on becomes more on the brand and not exclusively on the Onix model, as happened in the seven previous editions of the festival.
The highlights of Chevrolet this time are the Bolt EUV, a 100% electric compact SUV that makes its first public appearance in the country, and the recently launched Nova Montana pickup, with communication signed by the concept “Solta o som e bon voyage”, created by Commonwealth//WMcCann, a division of WMcCann exclusively servicing Chevrolet. Promising several activations at the stand, the brand brings its traditional Tattoo studio to the Lolla Lounge, with renowned professionals and free service.
The company, which since 2019 has offered the electric Bolt EV in Brazil, had already confirmed its plans to launch a series of zero-emission SUVs in the coming years, such as the Bolt EUV, the Blazer EV and the Equinox EV, to complement the vehicle portfolio. the combustion.
Chris Rego, Executive Director of Marketing for GM South America, highlights:
“We are committed to leading the transformation of tomorrow’s mobility in the region, and Chevrolet’s electric cars are strategic to that end. We understand that this is the time to intensify our communication about this new technology with the younger consumer.”
The presence of Nova Montana is equally important because, in addition to the product being the most important commercial novelty on the market, it reinforces 2023 as the year of pickup trucks at Chevrolet. In addition to the New Montana, the brand is preparing the arrival, soon, of the Midnight version of the S10 and the debut of the Silverado in the second half.
Chevrolet activations at the festival
To help the public rest in between shows, for example, the Bolt EUV available at the brand’s stand will function as a true decompression space. Inside the vehicle, it will be possible to take part in a kind of guided meditation – just like in the electric car, silence and energy recharging will be the watchwords.
A content squad with names like Glória Groove, Diogo Defante, Baco Exu do Blues, Malía and Julia Rodrigues amplify activation and participate in actions with the vehicle at the festival. In addition, the brand is also preparing exclusive coverage in real time on Chevrolet networks so that the public can stay on top of everything that happens at Lollapalooza 2023. And, in yet another partnership between the brand and influencer Diogo Defante, Chevrolet brings the Crazy Reporter to the festival. Straight from the Interlagos Racetrack, he will tell you what it’s like to spend a whole day with him at the festival.
At Espaço Chevrolet, benches and puffs will be available so that the public can relax and charge their electronics, in a closed and covered place to bring even more comfort. Over there, there will be projections of content related to Chevrolet, to the sound of revelation DJs in the scenario of Greater São Paulo.
For those who want to register their visit to the Chevrolet stand, it will be possible to take a photo and register it so that it appears on the external screen of the space.
The brand will also maintain a Tattoo station at the Lolla Lounge, to make the public’s experience even more complete. The fully stylized space will offer free service from renowned tattoo artists, with maximum security for participants.
Also at Lolla Lounge, the brand is preparing an unprecedented content partnership alongside Igão and Mítico, hosts of Podpah, the biggest podcast in Brazil. Exclusively, renowned interviewees will participate in the program that will be broadcast live on the duo’s channel directly from the festival.
The creation, content actions and Chevrolet’s media strategy for Lollapalooza Brasil are signed by Commonwealth//WMcCann, WMcCann’s division for Chevrolet’s exclusive service. Those responsible for managing influencers are BR Media Group and Mynd; Lampada.ag is the agency responsible for planning, creating spaces and activating Chevrolet at LollaBr.
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