Issue

In Brazil, the compact car segment is one of the most fiercely competitive automotive markets. For over a decade, Volkswagen’s Gol dominated as the top-selling car, making it a daunting task for any new entry to disrupt its reign. When Chevrolet decided to launch the Onix, it needed more than just a reliable vehicle—it needed a game-changing strategy to grab attention and resonate with a new generation of drivers.

Insight

The Onix was the first car in the Brazilian market equipped with an intelligent system that automatically connected your phone to the car’s interface. This seamless connectivity feature was revolutionary, but the challenge lay in making it relevant to Generation Z, a group that rarely leaves their phones behind. The insight was simple yet powerful: Gen Z feels "naked" without their phones. This led to the core idea—positioning the Onix as the ultimate "connected companion," ensuring you’re never truly disconnected, even if you forget your phone at home.

Idea

To dramatize this feature, the campaign centered around the concept of "feeling naked" without your phone. The Onix was portrayed as more than a car—it was a lifeline, a device that ensured you stayed connected no matter what. The creative execution tapped into everyday moments of panic when someone forgets their phone, showing how the Onix could fill that gap and keep you connected seamlessly.

The campaign leveraged relatable storytelling across digital and traditional media, using humor and emotion to amplify its message. The Onix was positioned not just as a car but as an essential device for modern life.

Impact

The "Feeling Naked" campaign captured widespread attention, generating significant press coverage and sparking conversations across social media. Its relatable and innovative storytelling resonated deeply with younger audiences, creating an immediate buzz around the Onix.

The results were groundbreaking. In its first year, the Chevrolet Onix dethroned Volkswagen’s Gol, becoming the number-one selling car in Brazil. The campaign didn’t just highlight a feature—it transformed the Onix into a cultural icon, redefining what a compact car could mean to a connected generation.