Captiva1400X700

GM Contemporary Adult

A different way to show Captiva, without using the brand. Show the benefits, show the product and make it real for the consumers.

The Challenge

Find different and innovative solutions for GM, is one of the great challenges that we face every day. We found in the web series "Contemporary Adult", a platform that reflects the Captiva target experiences. Challenge accomplished.


María Victoria Hoyos Digital Strategist and Planner Lead, iProspect
Chevrolet Captiva, a GM SUV, wanted to communicate differently with their consumers, seeking to increase brand awareness and engagement with potential customers. Chevrolet Captiva is designed for the modern family, with a sporty design and cutting edge technology. The brand required to display the product without explaining specifications, technical details or price. The aim was to show a brand identity and approach the target group Captiva. Find a way to create content without explaining the benefits of the product and find a place to put content properly for a target with a 100% match, was the great challenge we had to overcome.

The Results

  • +56.000

    Views generating Brand Awareness

  • +300

    Times shared by fans

  • +1600

    Likes on the "Adulto Contemporáneo" fan page

The Strategy

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iProspect analyzed the target of Chevrolet Captiva, understanding their current needs, experiences and lifestyle. With this important consumer knowledge, the team started looking for alternatives inside different platforms that will allow us to reach the target audience on a direct way, speaking the same language.

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"Contemporary Adult" is a web series that speaks the same language as the target of Chevrolet Captiva. It is highlighted in the series, lifestyle, way of thinking and behaving and demographic characteristics among others. The contents are a descriptor of different clusters of personality that can be found in the target, so the stories told in the series, generates identity with the consumer - always with great sense of humor.

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iProspect recommended product presence as leader role inside the web series, developing a chapter called  "The Automobile”