Chevrolet Arabia / الإماراتالتواصل الاجتماعي · الأفلام

⁨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.⁩

العلامة التجارية: Chevrolet Arabia
الوكالة: Commonwealth//McCann
السوق: الإمارات
المنطقة: الخليج

التحدي

⁨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.⁩

الفكرة

⁨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.⁩

النتائج

⁨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.⁩

مصدر دراسة الحالة: WARC المصدر ↖