Shanghai GM builds Chevrolet 'trust'

Breaking at Media's press time, the campaign -- developed under the theme of 'trust' -- is spearheaded by a 60-second TV commercial that will be broadcast nationally on CCTV, as well as local stations across eight China cities. The campaign is designed to attract mainstream car buyers, as well as consumers considering purchasing their first international brand car. "We tell people that they can trust the Chevy brand to introduce a new life experience for them and their families," said McCann Erickson Shanghai managing director Sharon Kum. A major fact of the campaign's communication is the emphasis on the popularity of Chevrolet. The marque is sold in 70 countries and, globally, one in every 16 cars sold is a Chevrolet. "We want Chinese consumers to understand that the global popularity of Chevy is a great endorsement for the brand," explained Kum. "This popularity means China buyers can be comfortable with the affordability of Chevy cars, as well as their quality and reliability." The 60-second spot has been developed with an international feel, according to Kum. It opens with a series of short scenes depicting various relationships in which people trust each other -- there are scenes of a couple tandem bungee-jumping, a hospital patient and her loved one, and a child being taught to ride a bicycle. The spot then moves to show Chevrolet workers putting care into finishing the details of the cars. The spot underlines that there are already 30 million Chevy owners in the world.