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Chevrolet has launched a new campaign inviting its customers, and even its critics, to stop by one of its more than 500 dealerships and fall in love with the new line of cars for 2016. The campaign, created by the agency Publicis Salles Chemistri, encourages those who don’t own and those who criticize Chevrolet to get to know the new cars.
The campaign features the participation of actor and host Lucas Salles, who challenges owners of other car brands to get to know a Chevrolet and be surprised by the car.
The insight:
As the car market is shrinking, we decided to target clients from other brands. Clients who are not exactly fans of Chevrolet. And we found a very rich source on social networks: the haters.
The idea:
Haters gonna Love. The most transparent retail campaign ever. We invited people who had posted critics about Chevrolet cars to actually see the cars and learn more about its innovations. As we have several models being launched this year, we had enough material to make them change their mind. All the reactions became films aired on national TV.
Results:
So far, all haters invited have been converted. And for the 6th consecutive month, Chevrolet is leading the car sales in Brazil. Plus: 4 of its models became the best selling cars in their category, including Onix, the best selling car in the country.

Date created: March 2016 2016-03-01T00:00:00+0000
Date published: 7 February 2017 2017-02-07T18:13:06+0000

MADEIT CREDITS

Haters Gonna Love

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