| Story | In 2017, The Next Spark faced a big challenge as the main competitor’s full changed model was launched. We found our opportunity in Spark’s safety. We discovered that consumers easily put off safety when buying their own cars but when purchasing cars for their loved ones (wives or children), they prioritize safety. Based on this consumer insight, we could develop a story of our hero, a fastidious old man, who buys a mini car. In the story, our hero visits the Chevrolet retail store almost everyday to learn how safe and reliable the Spark is. At the end, the twist is revealed that the hero was only choosing the car strictly as it was a gift for his granddaughter. Here, we wanted to deliver a message that you must choose mini cars with proven safety because the ones dearest to you will drive it.
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