The Ultimate Mobile Device

SPARK

How do you introduce a new car to an audience that’s more interested the hottest new mobile device than they are in cars? That’s what Chevrolet asked us to solve for the launch the 2016 Spark.

We called it, "The Ultimate Mobile Device"

Spark features Apple CarPlay and Android Auto to let you instantly connect a smartphone and access music, map and message apps with the power of your voice. We realized this feature would be relevant to our target audience. So, we decided to launch Spark just like a tech company would launch a new mobile device. We developed a mysterious tease campaign called, “The Ultimate Mobile Device” and put it where people would see it - gigantic Spark boxes in malls, cryptic videos in Best Buy stores, restobar ads inside bars and nightclubs, on transit shelters, and of course, online.

Client: General Motors / Project: Chevrolet SPARK launch / Agency: MCCANN / Partners: Jill Mack | Justin Turco | Ben Spergel | Bill Schaefer | Arron Issac | Josh Haupert  | Dave Stubbs

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