The document discusses a Chevrolet marketing campaign for the Spark vehicle aimed at millennials. It positioned the car as "The Ultimate Mobile Device" through a teaser campaign using boxes resembling new smartphone packaging. A live-streamed unboxing video revealed the car to great online attention. Vehicle sales increased 22% over goals as the campaign understood millennials' media consumption and engaged them intelligently.

1. "Chevrolet Spark - The
Ultimate Mobile Device"
MKM915 MMS
PROF BHUPESH SHAH
PRESENTED BY – JATIN TALREJA
E-MAIL – JTALREJA@MYSENECA.CA
12TH JUNE 2019

2. Chevrolet Spark
Chevrolet, colloquially referred to as Chevy and formally the Chevrolet Division of General
Motors Company, is an American automobile division of the American manufacturer General
Motors (GM).
Chevrolet launched Spark in 2012 but the car failed to make a mark in the market as the
automobile industry was already slowing down and with Uber and car renting options coming
into competition, it was really difficult to get millennials interested in the idea of buying a car.
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3. Industry trends
The automotive category began to emerge in 2015 from a slump that lasted many years, with mi
llennials starting to buy vehicles. Research has also disclosed, however, that this development oc
curred mostly among suburban millennials. Young urbanites stayed unconcerned about vehicle
Mobile technology has been a continuous theme of concern among millennials, and study has sh
own they want to speak to their vehicles just as they speak to Siri.
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4. The Campaign
With the industry trends in mind, Chevrolet teamed up with McCann to create a campaign that
will get the millennials interested in Chevrolet Spark.
The brand launched an online, social and traditional media teaser campaign, with a countdown
in the form of a giant box, placed in high-traffic mall locations across the country.
The box looked like the packaging for a new smartphone. Chevrolet also worked with Canadian
tech celebrities and bloggers to host a public "unboxing" live-streamed on YouTube and
Periscope.
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5. The Campaign Video
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6. Results and Point of View
The campaign generated almost 250,000 website views. #SparkMobile trended at #2 on Twitter,
exceeded only by #DonaldTrump. Vehicle sales significantly over indexed against aggressive
forecasts – 22% ahead of the goal (at a time when the automotive industry was growing at less
than 2% a year).
The campaign is an example of how to best identify your target audience and how to target
them, by understanding the media they consume and understanding their behaviour.
The brand used all the media channels available to them and created a campaign that was so
intriguing that it got the attention of the target audience.
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7. Works Cited
https://www.justinturco.com/chevrolet-the-ultimate-mobile-device
https://www.youtube.com/watch?v=MEFR9neh0QI
https://awards.strategyonline.ca/Winners/Winner/2016/?w=chevrolet-spark
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