Cannes Lions

Chevrolet Adaptive Mobility

McCANN, Santiago / CHEVROLET / 2023

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Case Film

Overview

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Credits

Overview

Background

The automotive industry has been cosmetic in its approach to provide real inclusion, this is no surprise since they were the inventors of mass production. This lack of inclusion has been specially acute for people with disabilities. In Chile, this affects to more than 836 thousand potential drivers. Before our solution, their only choice for this population was to buy a car and adapt it by themselves (extremely expensive) or to buy a car that was previously adapted by somebody else (what made literally impossible to have a tailor made adaptation). On top of that, solving individual needs made extremely complicated to adapt cars while keeping costs low what makes the process impracticable from the financial point of view.

Idea

We created a platform that would democratize the access to 0 km vehicles, where the adaptation is made using the mass production principles maintaining at the same time tailor made features that would make each car unique to the needs of every individual, all this, with the financial support that would make each vehicle accessible.

Strategy

We managed to develop a platform that combining technology and design, allows people with disabilities to find adaptation packages for their personal needs.

Today this platform manages to deliver the first 0 km car adapted to a person with disabilities, and begins to benefit more than 3 million people throughout Chile, thus finding its Chevrolet Mobility models, in more than 300 points of sale with factory warranty, and with financing benefits.

Making us the brand that adapts to the people and not the

Execution

Through our digital platform that combines design and personalization, for the first time in Chile, we were able to offer suitable packages according to the most common disability needs.

To then complement with our physical examination, which takes us into detail, we managed to create personalized profiles with the specific characteristics of each disability to later create the "Mobility" version of each of our models, thus breaking the inclusion barrier. Making adapting a car easy for everyone.

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