Chevrolet is defining its tagline “Find New Roads” in an emotional way with a global campaign that involves a dealership activation.
We came up with “Test Drive with A Purpose”, by finding out that more 50 million test-drives are taken each year. So we gave drivers the opportunity to do something more meaningful with those test drives, and at the same time define the brand tagline.
TEST DRIVE WITH A PURPOSE / CANADA
TEST DRIVE WITH A PURPOSE / THAILAND
TEST DRIVE WITH A PURPOSE / COLOMBIA
TEST DRIVE WITH A PURPOSE / MEXICO
The campaign had nearly 6 million views and more than 5,833 days of Chevrolet content have been consumed online. The campaign has been implemented in key markets like Canada, Colombia, Thailand and Mexico making it a truly global dealership activation.