Chevrolet Malaysia case study

To boost sales of second-hand cars, Chevrolet Malaysia organised a special sale weekend – but it needed to reassure drivers that these vehicles were as good as new.

So it sent a mailer to prospects containing a plastic seat wrapper identical to the ones found in new Chevrolets, with the message: 'Our Chevy’s are so new, you may find some of this still wrapped around our car seats.'

The Arc Worldwide Malaysia campaign resulted in all Chevrolet's second-hand cars being sold in three days – and also generated 490 new prospects.