|Chevy it targeting newly affluent Chinese consumers, such as this couple shown browsing a shopping mall in Shanghai earlier this week.
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The marketing campaign introduces Chevrolet as a car that new buyers can trust, because of its reliability as well as its heritage as a longtime global brand.
Sharon Kum, managing director of Chevrolet's agency, Interpublic Group of Cos.' McCann Erickson Worldwide in Shanghai, said, "We want [consumers] to understand that the global popularity of Chevy is a great endorsement for the brand."
Ad highlights trust
Shanghai GM, a joint venture between General Motors Corp. of Detroit and Shanghai automotive Industry Corp., has started running a 60-second TV ad on China's national broadcast network CCTV and on local channels in eight major cities. The spot opens with vignettes of people who trust each other, such as a couple bungee jumping in tandem, a hospital patient with a loved one, and a child being taught to ride a bicycle. The commercial then shows how Chevrolet workers focus on the details of assembling their cars.
While Chevrolet is sold in 70 countries, this campaign marks its debut in China. General Motors has manufactured Buicks in China since 1997, supported by advertising from WPP Group's Bates Asia, and is gearing up to launch locally made Cadillacs in China later this year, with advertising by Publicis Groupe's Leo Burnett Worldwide.
Capturing a mass market
However, Shanghai GM's desire to capture a significant share of China's fast-growing passenger car market, now dominated by popular Volkswagen models such as Santana, will depend on the success of the mass-market Chevy.