A different way to show Captiva, without using the brand. Show the benefits, show the product and make it real for the consumers.
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.
Views generating Brand Awareness
Times shared by fans
Likes on the "Adulto Contemporáneo" fan page
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.
"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.
iProspect recommended product presence as leader role inside the web series, developing a chapter called "The Automobile”