During 2018 the automotive industry in Mexico contracted for the first time since 2008. (0.61%, compared to 2017 INEGI). The car companies with the main setback were Honda, followed by Ford Motors and Nissan. The latter, despite the sales decrease kept a consolidated market leadership position as a result of their constant heavy investment.

Chevrolet was second (sales results December 2018) and has decreased its investment in media significantly y-o-y.

While the bigger brands struggle, new players successfully catch the attention of the users - Hyundai and KIA have reported double-digit growth since their recent arrival in Mexico.

The market has tried to contain the drop in sales with more incentives to boost the purchase which has only triggered a price war and promotions all year long.

Objective: Increase sales of Chevrolet Mexico vs Q3 of 2017

There are many reasons to buy a new vehicle, to go work, college, to take the children's to school or just to go back home. However, when it comes to day-to-day activities, you can also play with the emotional factors of shopping. In the summer everything is transformed into travel experiences, with friends and family, as well as Chevrolet anticipated those moments in a unique offer for users to enrich their experiences during the summer. In addition, we selected different pieces of communication to connect the message and each of the vehicles of the brand with the person who would be impacted.

Target: Price and style seekers, aged 25 to 44 are people able to see opportunities and take advantage of them as they go. Prepared by knowledge and experience, with a mind full of plans to fulfill.

In order to be an ally in the purchase decision we created an attribution model by reading user generated data, information collected in their own database that allowed us to reach the right audience with the right message according to their needs and lifestyle.

To catch the attention of our target we created a campaign based on touchpoints through which our target discovers the vehicle they need. 19% of people find it through TV, 23% online and 24% at sales floor (Google gearshift – sept. 2018). We enriched those findings with a attribution model we developed that proved statistically that the touch points that generate most immediate foot-fall are OOH, search and social media.

The automotive industry has tried to contain the drop in sales with more incentives to boost the purchase which has only triggered a price war and promotions all year long.

In addition to this our consumer empowered by latest tech has evolved in the way they search for the information and make decisions.

In order to catch the attention of our target we created a campaign based on touchpoints through which our target discovers the vehicle they need. 19% of people find it through TV, 23% online and 24% at sales floor (Google gearshift – sept. 2018). We enriched those findings with a attribution model we developed that proved statistically that the touch points that generate most immediate foot-fall are OOH, search and social media.

In addition to this, we took other elements to generate a base of intenders large enough to move the sales quickly.

- Using databases of customers of the re-purchase period who would be interested in a vehicle that covers actual needs

- Creating look-a-likes of the prospects as well as the bases of the re purchase period

- In terms of segmentation we capitalize users who had already filled out a form in past campaigns

- Remarketing users who had already started a form, but they did not complete it, this generated a higher click rate than in "20 días"

We use communication assets depending on the engagement they had with each of the users. The formats used in Facebook to aggressively push traffic to the site were Ad 360, carrousel ad, lead ad and link ad achieving higher consideration and purchase metrics.

Target sales were exceeded by 1,674 units – impacting the clients business by 46,821 units sold in Mexico and volume growth of 4%.

Carousels were the main format that generated traffic in the campaign and stories were consumed by 49% of users.

Impressions: 18.3M

Avg. Clicks: 54k

CTR: 3.65% (vs. 1.93% total campaign)

The Stories were seen by almost half the users, making the promotions known.

Impressions: 8.7M

Views: 1.1M

VTR: 49% (vs. 19.4% total campaign)

The MultiImages format worked in several campaigns focused on opinion and interaction. According to post buy, was one of the formats with greater interaction but with little traffic or lead generation.

Impressions: 2.8M

Clicks: 8k

CTR: 1.12% (vs. 1.93% total campaign)

With the results obtained during the period of the campaign, it was possible to cushion the fall that the automotive industry is going through.