Chevrolet Colorado 2012,
Launch Campaign
Creative/Concept Development
We have been given the task of launching the new Chevrolet Colorado in Malaysia. It is a tough mid-size pick-up truck that offers the comforts of a sedan, hence the Malaysian-originated positioning statement,
“The Chevrolet Colorado - Refined Yet Rugged."
Agency: Bates Malaysia
ECD: Ajay Bakhshi, Paul Lingan
CD: Nik Radzi
AD: Alvin Pak Chung Khay
CW: Vix Chandra
Pre-Launch POSM
Teaser bunting at showrooms without showing too much,
or the full pick-up before the launch.
Another variance of the teaser buntings.
Each bunting only show a part of the Colorado,and never be placed near to each other.
Outdoor
Life-sized cut out of the Colorado placed at both on-road and off-road, seconds away.
Media Invite for the launch
Door Gift for media and guests at the launch.
This reversible shirt, given as a door gift, ties in perfectly with the brand idea.
Are you going to be refined - or rugged?
Launch Ad
Refined - Rugged* metering bar with landscape ofa city morphing into a mountainous stretch.*Fine Dining - Durian.
Trickery of the eye where at first viewers are made to believe the Coloradois on a rather flat prairie, Upon closer inspection, its on a verysteep slope, with hint of the cityscape below.
Test Drive Stickers
Mud-textured decal with the Chevrolet's "Open Road" strip.
Rugged outside. Refined inside - sticker is pasted on
Sales Kit
The rugged and refined worldonly to be split with a fold.
Product Brochure
It's a rough world out there...
Brochure comes with a die cut sleeve. Upon sliding out,we will see an urban scene to ties in the brand idea.
Mud splashes decorated the content throughout.
