Meritocrats by Commonwealth/McCann BUENOS AIRES for Chevrolet

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Meritocrats

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Industry Cars
Media Film, Digital, Interactive & Mobile, Case study
Market Argentina
Agency Commonwealth/McCann BUENOS AIRES
Creative Director Rodrigo Garcia Polignano
Art Director Mariela Pettinati, LUCAS HEREDIA
Copywriter CARLOS NAPOLI, DAVID OLIVERA
Production POSTER FILMS
Director Diego Zappalá
Released May 2017

Credits & Description

Client: GENERAL MOTORS ARGENTINA
Product: CHEVROLET CRUZE
Agency: COMMONWEALTH McCANN BUENOS AIRES
Country: ARGENTINA
Campaign Name: MERITÓCRATAS
Business & Planning Director - Cluster Lead: ANDRÉS PELUFFO
Creative Director: RODRIGO POLIGNANO
Copywriter: CARLOS NAPOLI & DAVID OLIVERA
Art Direction: MARIELA PETTINATI & LUCAS HEREDIA
Planning: GONZALO MARTÍN
Account Director: MARÍA LAURA MARTINI
Executive Account: LUCIA GARBOLINO
Film Production Company: DIEGO ZAPPALÁ
Graphic Design Company: GABRIEL CASTRO
Regional Creative Direction: Fernando Penteado / Eric Sulzer
Regional Business Lead: Martin Ortells
Deputy, Global CCO: Matt Canzano / Greg Braun
EVP/Global Planning Director: Ash Farr
Production: POSTER FILMS
Production Direction: PLÁSTICO
Music: Libertango licenciada por ITALIANS, producida por
Adrián Sosa y Luciano Supervielle de Bajofondo.
Client Approval: CARLOS ZARLENGA, SERGIO MEDEIROS, NICOLÁS DICIO, IGNACIO PIERREZ, FRANCISCO PRADOS y CELESTE VISCA
Synopsis:
GM takes a bold stand on meritocracy to launch Chevrolet Cruze amidst Argentina’s charged social scene
How to sell 200 units of a US$ 30k car without even showing it to its potential buyers?
Argentina, June 14th, 2017 - Commonwealth//McCann made it possible by generating a public conversation around meritocracy and making the new Chevrolet Cruze the embodiment of this principle, just what the car’s potential target was expecting. In Argentina, half of the population was dissatisfied by the government. Not feeling recognized by its efforts, part of the population became increasingly in opposition to the other, leading to a conflicted social context that would be known as The Gap (La Grieta), with the country’s political scene literally divided in two.
For the first time a brand had the courage to talk to and to recognize primarily one side of the gap, Chevrolet Cruze’s potential buyers, through a campaign that was able to make them feel reflected and recognized by their efforts.
“GM decided to take a bold stand, showing a deeper commitment with its target reality in the country’s social conjuncture. We may say half of the population hated the campaign, and half of it feel in love with it. Having half of Argentina enthusiastically engaged with our message was no small thing”, says Rodrigo Polignano, Commonwealth//McCann creative director in Argentina.
The Meritocrats campaign - anchored in a strong and engaging TV spot – also ran in OOH, Social and Digital Media, and soon made Meritocracy a top trending topic in Argentina, reaching almost 30 million impressions in a 30 million voter’s country, skyrocketing Google searches around the term meritocracy to over 5.000% during the campaign’s airing (from April 25th to May 5th), and making Chevrolet Cruze the most internet searched car in the country. The campaign also offered for the first time an on-line pre-sale, in which 200 units of Chevrolet Cruze were sold in less than 2 hours, without its buyers getting to actually see the car.