To improve market share in the highly competitive compact sedan category.
To increase brand consideration in connection with the popular topic of GaoKao, China's “university entrance exam” high school students every year.
To help millions of students navigate traffic to get to their exam destination.
We partnered with Kuaidi, one of China’s most popular taxi apps to provide free rides to their “GaoKao” destination. This would help alleviate the stress of traffic for Chinese families.
We increased brand impact by way of product placement on the popular TV drama, Tiger Mom. The leading actor and actress talked about Chevrolet student taxis on Weibo.
During the university entrance examination period, we partnered with video site Iqiyi to make an online show, increasing the public’s awareness of Chevrolet student taxis.
We crafted an O2O campaign that engaged people in an animated discussion about Chevrolet and ultimately provided commutes for students to alleviate the stress of transportation concerns for Chinese families.