Chevrolet Captiva, a GM SUV, wanted to communicate differently with their consumers, seeking to increase brand awareness and engagement with potential customers. The SUV is designed for the modern family, with a sporty design and cutting edge technology. Chevrolet Captiva wanted to showcase the product without explaining specifications, technical details or price. The aim was to show a brand identity and approach the target group more authentically.
The goal was to find a way to create content without explaining the benefits of the product and then finding a place to put the content to properly reach the target audience.
iProspect first analyzed the target audience, understanding their current needs, experiences and lifestyles. With this important consumer knowledge, the team started looking for alternatives inside different platforms that would allow direct contact, speaking their same language.
“Contemporary Adult” is a light hearted web series whose audience matched that of Chevrolet Captiva. The lifestyle, way of thinking and behaving and the demographic characteristics were all spot on and are portrayed in the characters in the show.
Once identified as a match, iProspect recommended the product presence as a lead role in the web series, by creating an episode called, “The Automobile”.
