Chevrolet Spark | The Ultimate Mobile Device

Gold, Canadian Marketing Awards, Advertising, 2016

Gold, Canadian Marketing Awards, Digital, 2016

Silver, Canadian Marketing Awards, Experiential and Innovative Media, 2016

Bronze, Canadian Marketing Awards, Integrated, 2016

Bronze, The Strategy Awards, Launch Strategy, 2016


In 2016, the Chevrolet Spark faced a big challenge – trying to appeal to millennials who only care about getting the hottest phone, not the latest car.

Because of its first-of-its-kind smartphone integration, the solution was simple: position Spark as The Ultimate Mobile Device.

  • We started with the right packaging.

  • And we teased out the newest mobile device with unbranded advertising that got the whole country talking.

  • Our microsite counted down to the device’s official unboxing. We livestreamed the event from Toronto’s Eaton Centre using key technology influencers, Amber Mac and Marc Saltzman.

  • That same day, we flipped the switch on all the teaser ads.

  • We even partnered with Best Buy, and put Spark beside a few other mobile devices.

  • And when people actually bought Spark, it only made sense that they picked up their keys in a phone box, not on a keychain.

  • In five short months, Spark’s sales skyrocketed, with an increase of up to 1,342%. All because we found an unexpected way to connect with millennials, and showed them a reason to want a car.