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At the Chevrolet 360° event held at Costa Salguero, Chevrolet unveiled the evolution of its Onix and Tracker models alongside its new line of fully electric vehicles. This event gathered executives, dealerships, press, and for the first time, the most passionate users of the brand from Argentina, Paraguay, and Uruguay.

Felipe Latorre Karpiuk, Head of Content Studio at McCann Buenos Aires, described the significance of this initiative: “At Chevrolet 360°, we aimed to illustrate that brands do not merely communicate products; they occupy a genuine place in people’s lives. Our challenge was to listen to the community, understand their connection to Chevrolet, and transform that genuine affection into a memorable experience that links emotions and products.”

In response, McCann Buenos Aires designed a creative strategy to go beyond the product presentation and highlight the community’s value. The concept was inspired by real-life stories from fans, including Juan and his grandson Sebastián, who have passed down their love for the brand through generations. These stories inspired a social media campaign that invited followers to share their connection with Chevrolet and become part of a unique moment.

Through user-generated content (UGC), four winners from two different countries were selected. They, along with a companion, enjoyed the event experience, staying at the Hilton in Puerto Madero and traveling in vehicles provided by the company. The brand ambassadors, including Pablo Granados, Mami Albañil, El Tucu López, and Feli Castro, accompanied the fans throughout the day, sharing their stories and celebrating each moment.

“The challenge was to rethink how to elevate a traditional launch to resonate within cultural conversations. The community provided the direction, allowing us to present Chevrolet from a more human and relatable perspective. It was thrilling to be part of a team that connected so genuinely with the fans,” commented Marila Ghio, Account Director, and Carolina Bianchi, Account Executive at McCann Buenos Aires.

Florencia Savignone, General Marketing Manager at General Motors, concluded: “This event enabled us to connect with those who truly live and feel the brand every day. Collaborating with McCann helped us translate that connection into a unique moment that reflects the essence of Chevrolet and its community.”

With Chevrolet 360°, McCann Buenos Aires reaffirms its role as a strategic partner of Chevrolet, demonstrating how creativity and strategic planning can transform a launch into a culturally relevant moment, strengthening the brand’s relationship with its users in an authentic and memorable way.

Watch the event video.

Persons: Felipe Latorre Karpiuk, Juan, Sebastián, Pablo Granados, Mami Albañil, El Tucu López, Feli Castro, Marila Ghio, Carolina Bianchi, Florencia Savignone

Company Names: Chevrolet, McCann Buenos Aires, General Motors, Hilton

Titles:Chevrolet 360°

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