Commonwealth//McCann showed how its possible to sell 200 units of a US$ 30k car without even showing it to its potential buyers
Commonwealth//McCann made it possible by generating a public conversation around meritocracy and making the new Chevrolet Cruze the embodiment of this principle, just what the car’s potential target was expecting. In Argentina, half of the population was dissatisfied by the government. Not feeling recognised by its efforts, part of the population became increasingly in opposition to the other, leading to a conflicted social context that would be known as The Gap (La Grieta), with the country’s political scene literally divided in two.
For the first time a brand had the courage to talk to and to recognise primarily one side of the gap, Chevrolet Cruze’s potential buyers, through a campaign that was able to make them feel reflected and recognized by their efforts.
“GM decided to take a bold stand, showing a deeper commitment with its target reality in the country’s social conjuncture. We may say half of the population hated the campaign, and half of it feel in love with it. Having half of Argentina enthusiastically engaged with our message was no small thing”, says Rodrigo Polignano, Commonwealth//McCann creative director in Argentina.
The Meritocrats campaign - anchored in a strong and engaging TV spot – also ran in OOH, Social and Digital Media, and soon made Meritocracy a top trending topic in Argentina, reaching almost 30 million impressions in a 30 million voter’s country, skyrocketing Google searches around the term meritocracy to over 5.000% during the campaign’s airing (from April 25th to May 5th), and making Chevrolet Cruze the most internet searched car in the country. The campaign also offered for the first time an on-line pre-sale, in which 200 units of Chevrolet Cruze were sold in less than 2 hours, without its buyers getting to actually see the car.