Recently we have been having some conversations about Chevrolet's strategy in advertising the Trax exclusively online. This is apparently to focus on attracting a younger audience, and I imagine it would also cut down on the cost of advertising. Well, for quite a while I hadn't seen any ads online at all, but then the other day I finally saw an ad placed under an auto news article that I was reading.
The advertisement is called Beyond the City and it shows the Trax as a city car that is capable of adventure too. It certainly focuses on young people as it shows them adventuring and also taking some pictures with their smartphones. The tagline at the end of the commercial is "It's the new adventure" and the hashtag "#thenewadventure" is written across the screen.
So it turns out that the Chevy Trax's online ad campaign is connecting with people in Canada. The ad itself is not the most exciting one that I have ever seen, but it is acceptable. The other thing that I will say about the commercial is that it is unclear why they aren't leaving the city limits. Please let me know if you "get it" because I don't.
What do you think of the Trax's all online strategy, and do you like this first commercial that we have come across?