Chevrolet creatively took on the challenge of building EV awareness among Hispanic consumers with an experiential marketing effort that was built to make them feel at home while having conversations about the brand’s products.
How Chevrolet's experiential outreach connected with Hispanic consumers
Hispanics have been slower to adopt EVs than the general market, so Chevrolet reached out to them through “Mi Familia, My Chevy: Casa Chevy.” Instead of doing the typical ride-and-drive, Jack Morton and Casanova//McCann created a makeshift home stationed at various events for Hispanic audiences where they could learn about and interact with Chevy vehicles.
The activation featured “Abuela’s Kitchen,” where a Hispanic woman played a grandmotherly character who welcomed people into her home.

A host chats about Chevy vehicles inside Casa Chevy.
Abuela and her family, who were played by actors/product specialists, educated participants about Chevrolet’s electric and gas-powered offerings. They were trained to engage with audiences in an organic, improvisational style. There were also opportunities for test drives.
“Abuela’s Kitchen” engaged Hispanic consumers authentically, with special attention paid to the decor and style of the activation that resonates with this community. This level of nuance shows respect for the various Hispanic cultures.
Casa Chevy was stationed in high-traffic locations for Hispanic families in conjunction with popular cultural events: Viva La Fiesta at Six Flags Great America near Chicago, the Fiestas Patrias celebration in Santa Ana, California, and the Hispanic Heritage Celebration at Miami International Mall.
Casa Chevy hosted over 45,000 visitors, while more than 6,000 consumers experienced Chevy’s product lineup, the agencies stated, noting that 25% of visitors indicated they were in the market for a new vehicle within six months—topping Chevrolet’s event benchmarks.
FINALISTS
Hyundai Motor America, “Cautionary Tales”
Entrant: Lopez Negrete Communications
Hyundai took on misconceptions about EVs to woo Hispanics, laying out the facts in its “Cautionary Tales” campaign for the Ioniq 6.
The team dispelled concerns about range, charging times and reliability that could deter prospects from buying an EV in the 30-second spot. The agency delivered this message by pairing it with cautionary advice such as going outside with wet hair can cause sickness, or not to swim after eating. As the narrator mentioned various things people are warned about, the Ioniq 6 is shown getting the characters where they need to go. The campaign garnered 513 million impressions, according to the agency.
Toyota, “GRIP season 1”
Entrant: Intertrend Communications
Young Asian American consumers have found Toyota unexciting over the years. Toyota and agency Intertrend Communications decided to counter this thinking by shunning traditional advertising in favor of more engaging content in hopes of captivating this group.
This audience can be difficult to reach because they skip online ads and often use ad blockers, so the automaker needed a unique entryway into their lives to get attention. The result was GRIP, an anime series featuring Toyota vehicles. GRIP achieved 127.4 million impressions along with a reach of over 51 million people and 17.8 million views.
The 2024 Global Automotive Marketing Awards, a program created and run by Ad Age and Automotive News, is sponsored by TikTok and Experian. For more information about the program, please visit AdAge.com/AutoAwards.