Spark the road
Digital integrated campaign for Chevrolet The Next Spark 2016
Overview
When you think of a light car, people tend to feel less secure. They often have stereotypes that are not suitable for highway or long distance driving, not short-distance driving. The GM Chevrolet, The Next Spark’s campaign ‘Spark the road’ is aimed at breaking the stereotype against light vehicles. It was designed and produced in a five-day road trip with one of the famous Korean musician Oh Hyuk. It naturally exposes the outstanding driving, safety and economy of the Next Spark.
This campaign is operated a wide range of digital media not just ATL. This campaign was created together with consumer especially with Oh hyuk’s fanbase based on real-time participation.
Role
Lead Art director
(Concept development, Storyboarding, Digital daily film making, Supervising of campaign production, Planning mini concert)
Model
DIGITAL CAMPAIGN
SOLUTION
We planned a campaign structure to show the spark's excellent performance by actually traveling a five-day road trip to the places of Korea where Oh Hyuk wanted to go. Therefore, we actively utilized social media campaigns to engage fans' participation and to share Oh Hyuk's trip in real time. The final day of the trip was a surprise event that revealed Oh Hyuk's guerrilla concert at the last place through Facebook's live streaming.
