MBD.
Brand Experience · Case study

Changing a National Icon.

General Motors / Chevrolet & McCann-Erickson · Chevrolet APAC re-brand · South Korea / APAC
The Chevrolet bowtie grille, at the heart of a 17-market APAC rebrand
The brief, made real

A simultaneous APAC re-brand for General Motors, replacing GM Daewoo with Chevrolet across 17 markets and 14 languages.

GM's takeover of Daewoo brought substantial sales across Asian markets, but the brand suffered from low prestige and a mediocre reputation. We helped GM and McCann-Erickson Tokyo relaunch it as Chevrolet: a vast undertaking spanning launch advertising, POS, collateral, launch events, and even rebranding existing vehicles.

Seoul at dusk, the market at the heart of the Chevrolet relaunch
What we delivered

One brand, seventeen markets.

Creative

  • Creative concept & story strategy
  • Collateral design
  • Creative & technology consultation
  • Feasibility study & reports
  • Creative consultation
  • Artist search & sourcing

Production

  • Print production
  • Photography & video production
  • Art buying
  • Translation
  • Transcreation consultation
  • Transcreation production

Delivery

  • International project management (Japan / S. Korea / APAC)
  • International management
  • Contract & management
  • Production procurement
  • Support & maintenance
  • Training
Across every market
A Chevrolet dealership at dusk, retail and POS rebranded across markets
The 'I am Chevrolet' launch campaign
Pan-Asia marketing guidelines, transcreated across 14 languages

From dealership and POS to launch advertising and 14-language transcreation: one rebrand, delivered everywhere.

By the numbers
17
Markets coordinated simultaneously.
14
Languages, translated and transcreated.
1
Brand transformation: GM Daewoo to Chevrolet.
Let's make it

This is what Experience Matters looks like.

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