Market Background:
In partnership with Al-Mansour automotive, the sole distributor of Chevrolet, General Motors Egypt sat on the throne of the Egyptian automotive market for 11 consecutive years primarily through the sales of the brand Chevrolet. Chevrolet is the number one selling car brand in the Egyptian automotive market in terms of volume. Deep down however Chevrolet knew that not every car they launched was destined to fly off the lot. The reason why Chevrolet was the #1 car brand in Egypt was because they dominated the commercial vehicle segment. Chevrolet was the #1 brand in commercial vehicles.
When it came to passenger vehicles Chevrolet wasn’t doing that well, the brand was hampered by the positive perception it had in the commercial vehicle market! Chevrolet was known for robust reliable vehicles that can take a beating as they haul cargo off all sorts, not for its vehicle’s specs & amenities. Smaller, less refined passenger vehicles were easy to sell based on that reputation as they were often used in commercial activities; enrolled into Uber or driven around construction sites, solidifying Chevrolet’s reputation as the working man’s car. Consequently, as a rule of thumb, the larger and more refined the vehicle the harder it was for Chevrolet to sell. After-all Chevrolet was a working man’s car & not a family car!
The Problem:
Chevrolet was about to launch the Captiva, a 7-seater SUV that commands a higher price than its previous offerings to a skeptical buyer.
The Task:
Convince the skeptical family man that the Chevrolet Captiva is the ultimate brand of choice. Focusing mainly on the seating configuration and the vehicle’s features.
The Idea:
Everyone needs their personal space, even couples need that occasional timeout to give each other some breathing space & to think!
Chevrolet Captiva … The space you need
Bringing it to life:
The campaign utilized A-lister power couple, Ahmed Helmy & Mona Zaki. Helmy & Mona starred in one of Chevrolet’s most memorable campaigns years ago. It was time to move Helmy & Mona out of the small compact sedan, the Aveo & into the finer, & larger SUV the Captiva more fitting of their current celebrity status. Prior to the campaign fans were wondering why the megastars haven’t made any appearances together recently, rumor had it that the couple were fighting & Chevrolet boldly decided to stage and film their fight! The film was gloomy from the get-go, only one second in and viewers could tell that there is tension in the air! Mona pulls down the sun visor snappily, the two argue over the overhead lights, the camera captures the display screen amidst the argument before switching to showcase the striking exterior as the argument continues inside. Frustrated Mona commands Helmy to pull over telling him she needs some space. She steps out of the vehicle opens the backdoor, slides into the 2nd row seats settling herself into 3rd row seats, giving her the space that she needs.