Chevrolet Challenges Traditions in Onix Launch
One of Chevrolet’s major launches in Latin America, the Chevrolet Onix, comes to market with a different concept than other car entry in its category: standard items usually only available in more sophisticated car models.
It is the first car in its category to provide the exclusive MyLink, a multimedia connectivity system with a 7″ touch screen that lets users connect their smartphones and play music, videos, display pictures and make voice calls via Bluetooth. The Chevrolet Onix can also be personalized with over 100 available accessories– for example, stickers for the car’s exterior and interior with themes like joy, racing and 24 hours.
To show its differentiating features and speak directly to its target audience (M/F 25-30 years of age),Commonwealth, the agency that is a joint venture between McCann and Goodby & Silverstein created to provide worldwide service to the GM account, created a campaign that invites the audience to challenge established traditions using a video that changes the natural order of a wedding ceremony.
The 30-second video, along with a 90-second web version, shows a group of friends having fun while travelling in a Chevrolet Onix. They have props and toys that indicate they are returning from a bachelor’s party.
One of them has a flashback of the celebration. We then see that they are actually on their way to the wedding when the groom realizes the time and asks his friend to step on it. Someone calls and asks where they are, making it clear that they are very late. In the scenes that follow we see the friends getting dressed in the car, getting ready for the ceremony. Highway scenes show the car’s performance and features, until it arrives at a small countryside church. The groom then runs to open the church doors, and sees that although all of the guests are there waiting for him, his bride has yet to arrive. He becomes concerned over how late she is.
Next, we see the bride, who is also late, coming back from her bachelorette party. She arrives and it seems that everything is in order for the start of the ceremony. At that moment, even later than the bride and groom, another Chevrolet Onix arrives, leaving the viewer curious as to who could be in the new car. The video’s signature summarizes the concept: “Amazing things are off the curve. So are amazing cars.” The video is produced by Dínamo Filmes and directed by Lemon.
Prior to the launch on November 7, a teaser will air showing details of the Chevrolet Onix and inviting consumers to check out the launch at Chevrolet Dealerships. The campaign will air in Brazil, Argentina, Uruguay and Paraguay.
