Conceptualised by Commonwealth/McCann, the campaign unveils a new model of Beat that aims to shatter perceptions
BestMediaInfo Bureau | Mumbai | June 10, 2016
Chevrolet India recently launched a new campaign for its hatchback Beat with a concept of âshattering perceptionsâ to tap target customers. The campaign will also align with the main attribute of the car, 'Fun to Drive'.
The digital film opens with a bunch of people walking in a room guided by a person doing market research. He asks them the one thing they want in their car. There are different answers. One says he is looking at fuel, another says efficiency, the third wants a good after sales service while another is a point A to point B person and so on. The narrator tells them that he asked the same questions to their parents and they had the same answer.
The narrator then tells them that there is one car which they and their parents will like and is âfun to drive.â The wall slides to open in the form of a door and unveils Chevroletâs Beat. Their parents are on the other side and are glad to see the same expectations from a car. The narrator then tells them about the various benefits of the car as it is fun to drive.
In a different initiative, an automobile company has used real people and not actors in its campaign. With this experiential consumer campaign, Chevrolet aims to shift perceptions and create a positive impact based on what a consumer really seeks in a car.
Speaking about the campaign, Jack Uppal, Vice President Marketing and Customer Experience, GM India, said, "We are proud to introduce the new campaign for the 2016 Chevrolet Beat this month with a concept of âShattering Perceptionsâ to tap our core customer focus groups. The Chevrolet brand holds strong product attributes based on technology, power and dependability that would definitely create a positive impact. This is the perfect kind of setting to correct the difference between the brand and the peopleâs perceptions of it.â
Commenting on the campaign, Tarvinderjit Singh, Executive Creative Director, McCann, said, âA good story writes itself. So, I thought of three twisted experiments that introduced the 2016 Chevrolet Beat to some real people. And let them do the writing this time. Every comment and reaction is so natural. Captured by as many as nine hidden cameras, this is not just engaging content but also a compelling endorsement of the Beat's class leading appeal.â
The new campaign approach for Beat seeks to get people to re-evaluate the category itself. A series of long-format films have been developed that get people to realise that while one tends to evaluate cars on âpracticality-basedâ factors, cars in that segment are, in fact, actually about fun.
Created and executed by Commonwealth // McCann and the media partners Carat, âShattering Perceptionsâ was rolled out in the US market few months back to correct peopleâs perceptions of the brand.
These perceptions began in December 2014 when Chevrolet faced a strange situation in the US. A survey showed that a large majority of the respondents did not have an excellent opinion of the brand; many in fact did not even consider the brand when they were purchasing a new car. In spite of that, Chevrolet was the most awarded car company in the US in 2014.
The approach worked so well for the brand that it was used in five other Chevrolet markets around the world, including the US, Canada, Israel, Korea and the Middle East. The new campaign comprises a 360? approach led by mobile and digital medium. Out-of-home media, cinema and television will remain an integral part of the campaign.
Client: General Motors
Brand: Chevrolet Beat
Creative agency: Commonwealth /McCann
Executive Creative Director: Tarvinderjit Singh
Senior VP Planning: K Naresh
Films Department: Pranav Choudhary, Jeet Kalra
Brand Management: Vijay Jacob, Krista Church-Young, Jose Scaria
Production house: Old School Films, Mumbai
Director: Shiven Surendranath