Chevrolet Arabia / UAESocial · Film
Wastan in Ramadan.
A five-part Ramadan series followed a character stuck in the middle seat of Chevrolet's cars, turning the least-wanted seat into a story about togetherness.
- Brand
- Chevrolet Arabia
- Agency
- Commonwealth//McCann
- Market
- UAE
- Region
- GCC
The challenge
Chevrolet faced falling sales, more negative sentiment and new competition from Chinese car brands. Many drivers in the region drive alone, which sat badly with Ramadan's message of gathering together.
The idea
The brand made the middle seat its hero. A recurring character squeezed into the middle of different Chevrolet models across five episodes on TikTok and Instagram, showing how the overlooked seat brings people closer.
Results
- Chevrolet sales rose 21% during Ramadan against 13% growth for the industry, according to the WARC case study.
- Brand favourability and consideration improved, according to the WARC case study.
Case study source: WARC Source ↗
Awards
- TikTok Ad Awards METAP 2024It's the Creative for MeSilver
Credits
- Creative agency
- Commonwealth//McCann
