Installing a child car seat is a “swear-your-head-off” right of passage for all new parents.
Having a baby is a big change. A bigger family can mean a bigger (and safer) car and we wanted to ensure Chevrolet was on the consideration list of parents-to-be.
In partnership with Parachute Canada, new parents could sign up for a free workshop at a Chevrolet dealership where a safety expert would teach them how to install their car seat. (all makes and models were welcome!)
The experience was family and safety focused, and not so much about the cars. The program included the clinics, a website, videos (in six languages,) a PR and social media influencer program (with mommy bloggers including Maureen Dennis) brochures, banner ads, community promo materials, and presence at all major Canadian Auto shows. We even created mascots!
A post-clinic CRM program gave us an chance to highlight Chevrolet’s safest family friendly cars. The communications were timed to the age of the child to ensure a relevant message to mom and dad as their child grew out of one car seat and into another.
