BACKGROUND & CONTEXT

• Groove was a totally new vehicle with no history and was entering the fastest growing and most competitive segment in the market, with 45 competitors.

• Automotive marketing budgets were at their lowest in over a decade. The effects of the pandemic on the industry were still widely felt and media spends were down 80% compared to 5 years earlier and even lower than in 2020. A tough time to launch a new vehicle.

• Connecting with an entirely new Chevrolet audience. Traditionally, Chevy targeted older Local Arab car buyers with large premium SUVs and pickups. Groove needed to target an entirely new, younger audience looking for “starter-car” affordability, but also a car that reflected their youthful lifestyle.

CREATIVE CHALLENGE

We needed to get Millennials to buy the Groove in the region’s most competitive car segment. (*2).

Our Insight:

Millennials listen to 3+ hours of music each day, more than any other demographic. But charts in the region are dominated by Western songs and older, more traditional Arab styles – leaving today’s youth craving better representation.

SOLUTION

Other regions had taken ownership of their musical culture with unique fusions of genre and style, but not MENA. Korea had K-Pop. Japan had J-Pop, but MENA was missing a modern genre that truly represented its youth. One they could truly call their own.

So, what if instead of creating another car campaign, we created something entirely new?

We created "ME-Pop", a new music genre that truly represents MENA youth; and instead of just launching a car, launched an album.

EXECUTION

Combining artists from different countries, genres and influences, we developed ME-Pop's signature sound and took inspiration from the world’s biggest music producers to launch and market Groove.

1) Define the sound

2) Build hype (pre-release)

3) The drop (album release)

4) Sustain the beat (post-release marketing/collaborations)

#FINDYOURGROOVE was the glue that connected our ME-Pop music to the Groove and our brand. It formed the title of our ME-Pop album on streaming services and was the sign-off for our Groove music video films.