SAIC General Motors Chevrolet kicked off the launch of its 2016 TRAX with a TV commercial prompting young consumer to bravely take their first step becoming the person they have always aspired to be and do the things they have always wanted to do.
The ad shows three different profile types of individuals with the symbolic meanings of freedom, adventure, independence and risk taking, depicting their own inner life through crossover plots.
These three include a white collar worker seeking a more adventurous career as a photographer; an office lady riding a bus dreaming of one day opening her own flower shop, and another post-85 generation man with aspiration to be a mountain bicyclist exploring open spaces and seeking thrills.
These three profiles were among the top choices based on focused group’s consumer research determining what most target audience aspired to become.
Maurice Fang, ECD of SGM Works, McCann Shanghai, said the challenge in this campaign was to convince people to step outside their usual comfort zone and become that person they’ve dreamt of becoming.
“We portrayed and symbolized TRAX as the icon of courage – a bold, adventurous and safe vehicle that pushes people to affirm their real selves and gives them confidence to become the person they’ve always wanted to be, echoing the campaigns’ tagline: ‘bravely makes the first step’.”
As the first small SUV of Chevy launched for China, 2016 TRAX campaign succeeds the very successful debut campaign from last year and focuses more on differentiating the small SUVs from its growing list of competitors.
“Bravely makes your first step” has become the declaration of action behind this year’s campaign, making a bolder and stronger statement further encouraging consumers to adopt this new vehicle as an alternative to the typical sedan that first time buyers usually purchase.
As consumption needs are increasingly evolving and diversifying, new options such as small SUV have become more enticing for Chinese consumers as a new option for their personal lifestyle.
According to Market Share, Small SUV has become the fastest growing segment in the Chinese passenger vehicle market increasing from 1.9% in 2013 to 3.5% in 2014.
The campaign is now running across TV, print and online nationwide.
Project：2016 TRAX Launch Campaign
Agency：McCann Shanghai SGM Works
Creative Director：Maurice Fang, Eric Yu
Art：Max Ma, Ivan Feng, Rui Wu
Planning：Leeon Zhu, Ken Zhang
Account：Frank Wang, Lily Huang, Lisa Sha