Chevrolet has launched a campaign in China to promote the release of its new Cruze model. Consumers can personalise an online ‘Chevy’ and share their designs with friends.
Not a market known for ‘macho’ advertising campaigns, Chevy’s Chinese offering definitely bucks the trend. The idea is a direct take-off of popular western programmes such as MTV’s ‘Pimp My Ride’ and comes in conjunction with the car manufacturer using anti-authoritarian American TV star Wentworth Miller in its Asian campaign.
Users can go online, pick a model from the Chevrolet range and virtually ‘pimp it’. A wealth of innovative customisation tools mean users can let their mind run wild and go way beyond a basic paint job. Once finished, cars can be entered in online races, shared with friends or saved as wallpaper on computers and mobiles.
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