Кейс
CHEVROLET ONIX
- Агентство
- Kodiri FIlms
- Рекламируемый продукт
- ONIX Car
Проблема
The new Chevrolet Onix, a mass-market product aimed at a wide audience, was launched on the market. The client expected that the advertising campaign would help secure the Onix's status as a "people's car". However, there was a difficult task:
• Don't reduce advertising to a banal listing of characteristics or demonstration of the car's driving.
• Create a new format of presentation that will be unusual and fresh for the local market.
• At the same time, maintain simplicity and light irony so that the mass audience perceives the car as close and understandable, but presented in a creative form.
The main challenge was how to turn the everyday, basic functions of the car into something noticeable and talkable.
Решение
We found a way out in the technique of ironic exaggeration. Instead of simply declaring the characteristics, we raised each of them to "sky-high" promises, absurdly exaggerating the capabilities of the car. Then - we refuted these promises ourselves, switching to simple, real, everyday tasks that Onix copes with perfectly.
Thus:
• The campaign was built on four key characteristics of the car.
• Each of them was first shown in hyperbole (thousands of times stronger than in reality).
• After that, there was a contrasting transition - “in fact, everything is simpler”.
• The final emphasis: Onix is reliable exactly where most people need it - in their daily lives.
This strategy allowed us to:
• Make the people's car unusual in the viewer's perception.
• Maintain the simplicity and irony that the client was expecting.
• Achieve a "freshness" effect in a market where such creative solutions had hardly been used before.