Chevrolet creates 10 iterations of campaign to push latest model in China

American automobile company Chevrolet has launched a campaign in China containing 10 iterations of the campaign to showcase the selling points of its latest model Tracker RS in different scenarios. According to McCann Shanghai. the campaign under the tagline “Do Something Cool” took a different approach to the videos. For example, a video showcases the accelerating power of the vehicle, in which the driver and passengers successfully catch a basketball thrown by their friend, who is standing on the road, in the car.

Another video showcases the vehicle's intelligent system that can answer the driver since her partner keeps ignoring her and playing mobile games.

McCann Shanghai said that in a typical automobile ad, automobile companies normally highlight an automobile’s accelerating power by depicting a scene where the excellent acceleration performance helps a young couple catch a movie just in time, even as they are running late. But they took a different approach to the campaign.

Vincent Fang, brand director of SAIC-GM Chevrolet said, "Thanks to the rapid development of the economy and the support from various financial policies, buying a car is no longer a cautious and long decision-making process for today’s Chinese youth. It has now evolved more into ‘I see, I like, I buy.’ And so, we hope that when consumers view our ads in the digital world, they would find them captivating and engaging. This would allow the Tracker RS to have its chance to be a part of people’s lives.”

The video series is aired on Chevrolet’s official WeChat, Tiktok, and other channels starting at the end of May.

Henry Ho, general manager of McCann's Chevrolet team said, "The era of big budget spending to promote a TVC has passed. Now we think about how advertising can attract consumers to participate and make them willing to spread and share, which can then really help the brand find a meaningful role in people's lives. It’s a process of co-creation in which the client’s trust and the team’s creativity were both vital. For me, what Chevrolet and McCann have jointly created, is something very cool.”

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