GM was launching a new and updated Chevrolet Trax in the UAE, Qatar, Kuwait and Lebanon in 2017. This launch came at a time where women's empowerment in the region was at an all-time high, as Saudi Arabia had just lifted its decades-old ban on women driving. As a result, this opened up a new share of the market and target audience. In order to increase market share, the car was positioned so as to embody women’s empowerment and appeal to female drivers. However, in a cluttered market where many car brands were seeking the same new target audience, Chevrolet Trax had very little visibility and needed to stand out so as to effectively showcase its new features, reach its target audience and ultimately, drive up sales.
Position Chevrolet TRAX as the literal and figurative vehicle for pioneering women drawing their own paths - inspiring empowerment and ambition. Drive up awareness and engagement, generate test-drives and ultimately, convert them into sales. Showcase the new Chevy Trax features in an authentic and subtle manner via key regional female influencers that are relatable to the target audience and match their ambition.
In a traditionally male driven category, the global movement revolving around women’s empowerment and its resulting echoes in the Arab region was a driving force and a rich contextual space worthy to explore. This of course was further fueled by the landmark move in Saudi Arabia granting women the right to drive and planning less restrictions on travel.
Incidentally, the quest for further liberties and more meaningful experiences brought in a novel necessity for female consumers, namely the need to drive towards a purpose.
This paradigm shift was a golden opportunity to bring to life scenarios that illustrate the novel sense of affinity between woman and car
The 21 Instagram videos produced – four per influencer – had an average 50% view rate. They received a total of 4.7 million views, 58 million impressions and 4.3 million in total engagement.
Through our engaging content format, we were able to showcase all of the Chevrolet’s USPs without direct advertising - generating interest through an exciting journey. The campaign effectively accrued lead generation and conversion, with 400 cars sold in just 6 months. Each influencer’s own following grew remarkably via the audience spillover, ensuring optimal brand and corporate relationships with the brand and with us as an enterprise.
The campaign and content format effectively positions the car as prime for the adventure-seekers and challenge-takers, riding with the socio-cultural women empowerment wave on-ground through out the region.
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