Chevrolet All New Montana

The Objective

Chevrolet Montana: expanding the offer in the pick-up market

Chevrolet launched the new Chevrolet Montana, a versatile pickup truck that offers design, technology and safety. The launch expands the brand's portfolio, positioning itself as a solid alternative for all types of consumers looking for a vehicle that suits their needs.

Chevrolet Montana is designed to meet the needs of a new market segment: people who want a versatile vehicle that helps them move from one place to another and also has practicality for leisure activities. The SUV stands out for its interior space, connectivity and design.

With the launch of Chevrolet Montana, the Chevrolet brand strengthens its offer in the pickup line, with an attractive product for a consumer segment that seeks versatility, safety and complete equipment.

The Solution

Interactive AdOns: the key to Chevrolet Montana's campaign success

The launch campaign for the new Chevrolet Montana was a success thanks to its use of interactive complements. These complements, which include display cards and TopView, helped to generate greater engagement and recall of the campaign.

The marketing strategy was based on a mix of high impact and reach formats, such as TopView and Reach & Frequency, along with In-Feeds to maintain the positioning of the new model for 2 months.

Interactive display card elements were used to allow users to interact with the campaign in a more direct way. For example, users could swipe the cards to see more information about the truck or click a button to visit the Chevrolet website.

The TopView, which is a 15-second video format that is uniquely displayed at the top of the screen, was used to generate a powerful initial impact.

Finally, the campaign was complemented with auction ads to reinforce the visibility of the campaign, showing the different features of the new Chevrolet Montana and the versatility of this truck.

The use of interactive plug-ins was a key factor in the success of the Chevrolet Montana campaign. These complements helped the campaign to generate greater engagement and recall, which translated into increased sales.

The Result

Reaching and engaging mass audiences

The launch campaign for the new Chevrolet Montana was a success in terms of reach and engagement. The campaign achieved a reach of more than 5 million unique users in Ecuador.

In addition, the campaign obtained a VTR of 8% with the In-Feed auction format, which doubles the industry benchmark in the country. More than 260,000 clicks were also obtained at the campaign level, with a CTR of 2.82% with the TopView format.

These results demonstrate that the campaign was effective in reaching a broad audience and generating interest in the new Chevrolet Montana.