Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3

Chevrolet
Chevrolet Spark Launch

RAN IN: Canada

CLIENT
Chevrolet Canada

AGENCY
McCann Canada *Lead Agency

Jason Grabinsky, VP, Business Lead
Darren Clarke, CCO
Josh Haupert, Creative Director
Jill Mack, Copywriter
Justin Turco, Art Director
Jennifer Green, Account Director
Scott Millson, Group Account Director
Aaron Quintos, Account Executive
Stephanie Conley, Account Executive
Mary Chambers, Chief Strategy Officer


SUMMARY

How do you sell to people who are completely uninterested in your category? Selling cars to young people used to be easy. But today urban millennials don't seem to care much about cars. What they do love is the access they get from technology: access to friends, entertainment, everything. So we proved to them that Spark wasn't a car it was actually the ultimate mobile device. We sold our impossible first-year target of 3000 cars in just six months. And we transformed Canada's small car category.

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);GUERILLA;Ambient Media;Buzz Marketing;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Geo-based Ads;MOBILE/TABLET;Display Ad (Mobile/Tablet);Location-based Communications/Real Time Marketing;OOH;Billboard;Place-Based;POINT OF CARE (POC);Wallboards;PRINT;Magazine - Digital;PROFESSIONAL ENGAGEMENT;Continuing Engagement;RETAIL EXPERIENCE;In-store Merchandizing;In-Store Video/Kiosk;POP;TV;Branded Content (TV);Interactive TV/Video on Demand;Sponsorship (TV);French :30 TV only in Quebec

Audience: Millennials

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English