Chevrolet embarks on digital campaign

Auto & Audio February 21, 2012 00:00

By The Nation

4,648 Viewed

Chevrolet Sales Thailand Co Ltd has launched a new TV commercial to promote Cruze, together with a digital campaign in recognition of the increasing importance of online channels as tools in communicating with audiences.



 

Chevrolet Cruze’s ‘One Day in Life’ TV commercial comprises of two versions to cater to the different needs of male and female motorists and customers. The messaging has also been developed to reflect the insights obtained from a consumer study conducted by Chevrolet.

The digital campaign will consist of a three-part short-film, developed especially for distribution in cyberspace. Featuring Ploy and Alex, the films will be further developments of the ‘story’ from the TV commercials. Written and directed by renowned Thai film director Tom Yuthalert Sippapak, the films will be featured on Chevrolet’s online sites including www.facebook.com/chevyclub and chevrolet.co.th.

“Chevrolet was amongst the top three automotive brands in Google Search. Our websites have ten-times more traffic, conversations and enquiries compared with the same period last year. Therefore, the digital space is an area that really deserves focus," said Antonio Zara, vice president, Sales, Marketing and Aftersales, General Motors Thailand/Southeast Asia and Chevrolet Sales Thailand.

“As a growing business with a brand that is growing in popularity and market share, we need to invest to enhance awareness and keep the growth momentum going. Therefore, a significant portion of our marketing budget this year will go towards digital and online media. Digital and online media is an important channel, and will help us to be more targeted in our communications, and enable us to reach a wider cross section of our target audience. Eventually, we would like to become the leader in digital marketing in Thailand.”

In conjunction with the new campaign, Chevrolet will also be offering a special monthly interest rate of 2.2 percent, based on a down-payment of 25 percent and a 48-month repayment period.  Alternatively, customers can also opt for a low, nine-percent down-payment with a repayment period of 84 months.  Both packages come with free first-class insurance for a year.