Chevrolet Onix Presentation in Kazakhstan
Клиент
Chevrolet Kazakhstan
Рабочая группа
General Producer: Alexey Bayev
Creative Team: Bayev Group + Chevrolet Kazakhstan
Executive producer: Katerina Parshanova
Art Director: Sergey Kanin
Design: Anastasia Belebezeva
Stage&light: Dmitry Hodykin
Video Production: Denis Yanchukov
Event Director: Kristina Durova
Event Producer: Kamilla Tazhina
Project Managers: Aida Omarova, Sofia Pahomova, Dana Serikbai, Diana Abdimanat, Erashan Askerov, Assel Dosymbekova, Anel Muhanova
Marketing Specialist: Yulia Krongart (Marketing and CR Director Chevrolet Kazakhstan)
Event Agency: Bayev Group
Задача
Issue:
In the lineup of Chevrolet brand's passenger cars, a newcomer has emerged – the Onix sedan. This stylish, ergonomic, and technologically advanced car with an impressive array of options is positioned as affordable – belonging to the mid-range class. Considering its price, it has a high potential to become a sales hit and a new bestseller.
However, how can maximum attention be drawn to this new contender for the role of a crowd favorite when the common format for car presentations is a closed premiere?
Tasks:
To present the popular car in a non-traditional and impactful way.
To achieve maximum coverage on social media and media publications.
To stimulate a successful sales launch.
Solution:
As a result of brainstorming sessions with the marketing team of Chevrolet Kazakhstan, we decided to abandon the idea of a closed premiere and organize a city celebration for everyone interested, featuring a vibrant visual concept, an engaging show program and exciting atmosphere. We chose a popular location – the square in front of the Palace of the Republic, a spot enjoyed by residents and visitors of Almaty.
We organized a showcase of different Chevrolet models available in the brand's official dealerships. We invited car experts, automotive journalists, and popular Kazakh artists. We set up catering zones and devised various activities for the attendees. Event guests engaged in contests, won merchandise, and other prizes, while enjoying performances by their favorite musicians.
The presentation of the new Chevrolet Onix became the first automotive premiere in Kazakhstan to take place in an open format (in the form of a large-scale festival). Additionally, within the scope of the concept and considering the target audience, the presentation was conducted in 70% Kazakh language. This also marked an atypical approach for car presentations in Kazakhstan.
One of the event's highlights was the cinematic unveiling of the new car: a structure made of frosted glass that concealed the car dramatically shattered – and to the applause of the audience, the Onix appeared on stage. Of course, we prepared and conducted this performance while adhering to all safety standards.
Results:
Number of guests: over 1700 guests (including 30 bloggers).
Instagram coverage on the presentation day: 197,000.
Total online reach after the presentation: 4,270,600 (May 22--24).
Share of new website visitors: 84.6%.
Share of positive reviews: 93% (result of online survey among guests).
Number of cars sold in the first month after the event: 1461.
As a result of the combined efforts of all the specialists involved in the presentation and sales activation of the new model, within the first month of its launch, the Chevrolet Onix secured the second spot in the Kazakhstani ranking of best-selling cars (preceded by the previous brand's bestseller – the Chevrolet Cobalt). By the end of the two months from the start of sales, the Onix sedan had firmly established itself among the leaders in our automotive market.
