GM needed to introduce the new Meriva with Easytronic gear in an impactful way to its target: women.

We created a folder mocking up the base of the Easytronic gear. In partnership with parking and valet services, these materials were fitted by the parking attendants onto the gear levers of women’s cars who got a big surprise when they came to get their cars back.

16% of the women impacted accessed the Meriva Easytronic hotsite and scheduled their test drives. There was also a significant increase of the GM database.