ABOUT
Challenge |
Brazil is in the middle of a recession. So we needed to created a new retail platform for Chevrolet. This time, more compelling than ever.
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.
Ideia |
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.
MADEIT CREDITS
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ChevroletClient
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Publicis BrasilAgency
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Vitor HildebrandAssociate Creative Director -
Carol FerreiraProducer -
Luís Felipe Figueiredo keepCreative Director -
Cadu VigiliaCopywriter -
Rodolfo MonteiroAssociate Creative Director - CW
Back to Haters Gonna Love project
Javier Arres
Artist, Javier Arrés
Spain
Vitor Hildebrand
Associate Creative Director, WMcCann
Brazil