A Test Drive That Answers to the Connected Consumer
Chevrolet Canada introduces a customized experience for a new generation of car buyers
When choosing a new car, you want a vehicle that’s designed for your life. That’s why Chevrolet Canada and Isobar, in collaboration with MacLaren McCann Momentum and Carat, have teamed up to deliver an unforgettable experience that connects drivers to their world at every turn. The Best Cruze Ever is a super fun, totally customized test drive that lets you choose your tunes, your snacks, and even the friends and family you want to bring along for the ride.
“Best Cruze Ever builds on the constant connectivity and digitally-enabled convenience that customers expect in a world where, with a simple swipe, you can catch a lift, cue up your favourite song, or get lunch delivered to your desk,” says Jason Easton, Director of Sales, Service and Marketing for Chevrolet Canada in Toronto. “The Chevrolet Cruze has innovative technology that gets your life, like in-vehicle 4G LTE Wi-Fi, and the Best Cruze Ever demonstrates these features in the most natural and fun way.”
After registering online with a simple three-step form to customize the test drive experience, an outgoing and charming Cruze Guide picks prospective customers up anywhere in the GTA and then facilitates the drive, showcasing the 2016 Chevrolet Cruze Limited’s host of impressive features in a natural way – without any sales pressure. Basically, this is a mini road-trip with your favourite people, in a compact car that maximizes the thrill of driving by offering so much more.
The Best Cruze Ever is supported with a digital media campaign, and a pop-up retail location at 501 Queen Street West, aimed at attracting urban professionals and young families in the market for a bold and sporty compact car. “We’ve given Cruze a strong urban presence with a pop-up on Queen Street West, right in the heart of Toronto’s trendiest district, so consumers can interact with and discover the car in a familiar, modern space,” says Kelly Small, Creative Director at Isobar Canada. “Cruze is all about keeping you connected to your life and the things you love, so the location is perfectly convenient. Consumers can sign up at the pop-up store, or we’ll pick them up at an address provided during registration and show them what next-level driving fun looks like!”
The Best Cruze Ever runs until December 20. Consumers can sign up online at BestCruze.ca, or they can text the car itself at 647-490-BEST to learn more. (Attention Millenials: text with a car before it’s mainstream and cool). Participants also receive a small gift for taking the drive, and a promotional offer of $500 towards the purchase or lease of a new 2016 Chevrolet Cruze Limited.
The campaign was developed by Isobar, in conjunction with MacLaren McCann Momentum. Media planning was handled by Carat.
Carat Canada press coverage: