Chevrolet Beat 2016
The Concept and the Execution: The concept and execution are intertwined; the car is shown in green cocktail (as they call it). It’s their tackiest color. The lighting accentuates the color and design of the car. It’s been shown like in an exhibition. The headline doesn’t boast of any awards but projects the car as benign, like a cute little pet. The copy then also points out the style and torque.
The strategy: The strategy apparently is to say to the customer that here is a good looking, reliable small car which is all fun. It tries to ease the prospective customer’s doubt about where he is putting his money.
The Layout: Here the objective is to put the car in a situation where all attention goes to it. The background can be easily overlooked yet, accentuates the car’s colors. The angle chosen is the car’s best frame. The lighting is similar to that of a clothing chain’s outlet.
Product personality: It’s a smart looking small hatchback in mid-segment for mostly city commuting. It is positioned as stylish, easy to drive and “A Car for Everyone”.
