General Motor‘s Chevrolet family of brands has launched a three-vehicle campaign it is calling its “largest vehicle launch in history,” putting the new Sonic and Orlando models front and centre alongside the electric hybrid Volt.
The campaign carries forward the “Driving our world forward” English tag line introduced in March. In Quebec, the brand introduced a new tag line: “I’m proud.”
The campaign will simultaneously launch in Mandarin, Cantonese, Tamil, Punjabi and Hindi–making it Chevy’s broadest rollout in terms of ethnic marketing as well. “That’s due to the evolving Toronto and Vancouver cultural markets,” said Mike Speranzini, director of advertising and communications for General Motors of Canada.
Ads for each vehicle focus on aspects relevant to each target demographic. The Sonic, for example, is mostly sold on features like dashboard design and chrome detailing for its younger target market. The Orlando family vehicle’s ads focus on roominess and practicality. These concepts play out across standard 30-second television spots, longer online videos and billboard executions.
Speranzini said the campaign will be about 50% bigger than last year’s Chevrolet Cruze launch. “We anticipate that by the time Canadians are eating Thanksgiving dinner next weekend, 95% of adults 18+ will have been exposed to all three vehicles.”
An experiential portion of the campaign kicked off in Toronto’s Dundas Square today with an event featuring live concerts, presentations from mommy blogger media personalities Erica Ehm and Nanny Robina. The entire event will be live-streamed through a masthead ad on YouTube Canada’s homepage.
The brand is also running a three-day domination with Shaw Media‘s Global, History Television, Twist TV, Slice, Action and Showcase Diva channels.
The campaign is set to run until the end of 2011, but Speranzini said the cars will be supported through marketing in 2012 as well.
Speranzini said media duties for the campaign were handled by MacLaren. GM’s global media account is currently in review.