Cannes Lions

CHEVROLET

STARCOM MEDIAVEST GROUP, Chicago / GENERAL MOTORS / 2012

Film
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Overview

Entries

Credits

Overview

Execution

Nothing existed to authentically connect with these consumers – so we created something ourselves! We developed a show titled “RPM” with Telemundo’s Mun2 network that followed the lives of three young, multiracial, bilingual Latinos, centred on living amidst the American street car culture. RPM marks the début as the first-ever bilingual weekly drama targeted at this group.

Chevy vehicles (new models as well as the iconic Corvette and Camaro) were organically integrated into storylines to showcase and elevate the brand. Each car personified performance, prestige and street credibility, while highlighting the vehicle’s cool technology features. We showed Hurbanos that Chevy was a car that could win the onscreen race and, by extension, become the car to own in the real world, too.

Outcome

Among the 18-34 set, RPM marked the highest-rated première for a Hispanic cable network. Chatter even extended outside Hispanic media, with entertainment powerhouse cable network E! News running a segment that promoted RPM prior to its première. The digital campaign reached thousands. Our “Who Has the Best Cars?” series went viral and was picked up by auto enthusiast blogs who, in turn, drove traffic to RPM's site, grabbing the adoration of Hurbanos.

Now when they talk about what cars are cool, Chevy is at the top of their list!

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