Chevrolet succeeds with youth-focused campaign for Sonic

Article by Anita Panait, on July 11, 2012

Attracting young individuals to buy its vehicles had been a challenge for the marketers at Chevrolet. Not until they took the challenge for the launch of the Chevrolet Sonic subcompact. To put on a fresh face for the Chevrolet Sonic, its marketers thought of implementing a promotional stunt that entailed having a professional skateboarder soar more than 50 feet in between ramps while flipping the subcompact 360 degrees.

Here was another hitch --the stunt was to be performed live. Due to the stunt’s extremely dangerous nature, Chevrolet marketers had to seek approval from General Motors’ top honchos as well as corporate lawyers.

The stunt, dubbed as “Let's Do This" was eventually approved and Rob Dyrdek successfully did what was wildly planned! Thanks to that stunt, the Sonic was able to attract the attention of young consumers. As a matter of fact, Sonic blasted its way to become the second best-selling subcompact in the US next to the Nissan Versa.

The Sonic likewise jumped from the No. 4 or 5 position routinely occupied by its Aveo predecessor. Both GM insiders and outsiders agree that the six-month, Web-only launch was able to built awareness among people in their 20s and 30s even before Chevrolet launched the Sonic to a wider audience through TV commercials.

The success prompted Chevrolet to possibly use the publicity stunt as a template for future launches of youth-oriented cars, like the upcoming Chevy Spark minicar. The campaign was able to draw attention from a target market which Chevrolet did not have much traction with, according to Chris Perry, Chevrolet's vice president of global marketing.

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Volkswagen Group’s dieselgate saga continues, but it appears the German company would be able to get out of trouble, but it would not be unscathed. This development comes as Volkswagen...
by - January 22, 2017
When a car has been in the market for nearly six years, it loses some of its luster and its customers tend to go for the all-new model with a...
by - January 22, 2017
Remember Zenos Cars, a British carmaker that specializes in designing and building lightweight and high-performance sports cars? If you are wondering how the company is faring with their E10 lightweight...
by - January 21, 2017
Mercedes-Benz has revealed that in 2017, its series 124 coupé will be celebrating its 30th anniversary. While this itself is a significant event, it will also mean that this model...
by - January 21, 2017
BMW’s 550i xDrive has long been considered as one of the most successful business sedans in the world. For the brand, this may not be enough as it has officially...
by - January 20, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries