Chevrolet: The Electric Helper by Commonwealth//McCann
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After government measures for the control of fuel theft by organized crime in Mexico, different gas stations have been closed, generating panic buying, long queues and the largest shortage of gasoline in the history of the country.
The lack of information about the closure of gas stations also turned out to be a great problem; the affected people didn´t know where there was gas and wasted their last drops of gasoline looking for more gasoline.
Chevrolet went on the streets with the brand experience called “The Electric Helper”, the auto maker's first 100% electric car, helping drivers, means of transport and emergency services to find gasoline. This car traveled the zones with gas stations and through #Reportegas in Twitter shared in real time information detailed about kind of gasoline available, maximum load and waiting time of supply of it. People got the reports of their zones through Twitter and also by Instagram Stories.
“Bolt EV became a live demo that showed its autonomy during 48hrs driving 383 kms with just one charge and managed to be national trending topic and with 43 million people grateful for this unique activation” said Alfredo Alquicira, vice-president creative of McCann Worldgroup Mexico. “Under adverse conditions such as the ones we are facing, we got our clients' brands to be relevant not only with their audiences but with an entire society that is being affected by the gas crisis and to bring greater visibility to new options of transport that are more sustainable”.
Credits
Agency: Commonwealth// McCann México
Campaign name: The Electric Helper
CCO: Alfredo Alquicira
Global Executive Creative Director: John Mescall
Executive Creative Director McCann Latin America: Chavo D’Emilio
Global CCOs: Todd Riddle
Global CCOs: Matt Canzano
Global CSO: Ash Farr
Global COO: Grant Theron
Creative direcor: (Pipe) Luis Felipe Entrambasaguas
Director Creativo: (Lumi) Luminitza López
Redactor: Piero Nacimento
Digital Integration Director:Ana Marín
Business Lead: Patricia Flores
Head of Operations: Mariana de Pina
Agency producter : Rafael López
Agency producer: Katya Jiménez
Executive producer: Arturo Romero
Executive producer: Julieta Napoli
Executive producer: Héctor River
Executive producer: Mariana Martínez
Director: Milovan Radovic
Animator: Eduardo Loaiza
Music: Dan Zlotnik
Graphic: Iván Poblano
Corporate communications: Johnny Méndez G. and Lourdes Alderete
Client approval: Adrian Enciso