Mi Familia, My Chevy: Casa Chevy
An immersive, culturally relevant experience inspired by a beloved, safe, and familiar space
In much of Hispanic culture, family is more than just a group of relatives; it is the cornerstone of one’s identity and support system. This makes family opinion a vital part of their car buying process.
So, how does automotive brand Chevrolet, drive consideration for their brand and vehicles (both electric vehicles and internal combustion) with Hispanic audiences? How do they breakthrough the consumer skepticism associated with electric vehicles and educate Hispanic audiences on Chevy’s future in EV?
We make them feel right at home. Introducing, Mi Familia, My Chevy: Casa Chevy — an immersive, culturally relevant experience inspired by a beloved, safe, and familiar space: Abuela’s (Grandma’s) house.
This low-pressure sales environment leverages the essence of Hispanic family dynamics to deliver educational content and encourage test drives. Chevy’s family wrapped guests in a nostalgic embrace and invited them to gather around the kitchen table to have a fun, honest, and warm conversation about what to consider when purchasing a family vehicle.
Impact:
The authenticity and warmth of the Casa Chevy experience made a keen impression. As one guest put it, “Very impressive set up. It felt very welcoming. Se sintió como que estaba conviviendo con familia. (I felt like I was living/hanging out with my own family.)” Case Chevy was seen by over 45,000 consumers across three key markets, and over 6,000 visitors engaged with Chevy’s product lineup, spending an average of over 13 minutes with the brand.