General Motors recently announced that Chevrolet was the most recognized automotive brand during this year’s Effie Awards ceremony in Mexico, which took place earlier this month and represents the biggest marketing awards in the Latin country. The Bow Tie brand earned several accolades for its advertising performance over the past year, including the highly coveted Grand Effie award in the advertising world.
During the virtual ceremony of the 2020 Effie Awards, the Chevy received three awards for the advertising campaign “Invisible Influencers” which featured the popular Chevrolet Aveo and highlighted the positive effect of acquiring a new car. This campaign was launched on January 31st, 2020 and had a great impact on the Mexican market.
Thanks to the Invisible Influencers spot, Chevrolet won a Bronze Effie in the “Data Driven” category, a Gold Effie in the “Small Budgets” category and the Great Effie, the highest recognition given in this advertising contest. Chevy thus becomes the only brand to accumulate two Grand Effie awards in Mexico, after having received it for the first time in 2008 for a memorable Chevrolet Cheyenne campaign entitled “Y la Cheyenne Apa.”
“We are very proud of this Great Effie as it is the result of teamwork between Chevrolet and our creative and media agencies,” said Advertising and Promotion Director of GM Mexico, Adrián Enciso, in an official press release. “This award endorses our position as the most effective brand in the 2020 Effie Index,” he added.
The Invisible Influencers campaign originates from the deep knowledge of people’s behavior and how they can influence the purchase intentions of their neighbors, friends and family. From there, a hypersegmentation strategy was put into place with the help of technological tools, and with advertising efforts focused on a specific area of Mexico City, the brand saw an impressive 146 percent increase in sales.
The Effie Awards is the most important marketing industry recognition in Mexico and among the most significant worldwide. In the Latin country, the contest has been in charge of the current Alliance for the Strategic Value of Brands (AVE) for the past 20 years, and it recognizes all the most effective communication ideas that meet and exceed the business objectives for which they were designed.