Chevrolet and Cossette invite festival goers at Osheaga to “charge their feet”

8/7/2023

Work

by Cossette

Cossette developed a fun and unique brand experience to promote Chevrolet electric vehicles during Osheaga

At any major festival, attendees spend hours on their feet and end up walking more than a few kilometers. During Osheaga, last August 4 to 6, Chevrolet Dealers of Quebec allowed festival goers to reinvigorate their feet at a massage station. “Charge your energy” was a nod to Chevrolet electric vehicles that just need to be charged to run.

This fun and original brand experience developed by Cossette let people rest up before the next set while learning about the latest Chevrolet EVs, which run on local energy.

Osheaga is a big festival that reaches a young, spirited audience. Chevrolet dealers are proud to partner with this event and generate interest in their innovative line of EVs.

José Lefebvre, Marketing Manager, Quebec and Atlantic Canada, at GM Canada.

This brand activation was also rolled out at the Festival d’été de Québec (FEQ) from July 6 to 17, to the delight of everyone who passed by.

As with any other activation at a festival like this, the goal is to pique people’s interest so they snap photos with the vehicles and post them on social media. We also wanted the brand to be part of people’s memories of Osheaga.

Mélanie Delisle, Creative Director, at Cossette.

Two EVs were on display in front of the Chevrolet charging station: the Corvette E-Ray and the Blazer EV. Since there was more space at the FEQ site, the much-anticipated Equinox EV was also brought in. Festival Goers had the opportunity to have brand experts answer their questions to learn more about the models.

Credits

Advertiser

Chevrolet Dealers of Quebec

Client

José Lefebvre, Marketing Manager, Quebec and Atlantic Canada

Creative

Anne-Claude Chénier, Mélanie Delisle, Richard Bélanger, Virginie Bédard, Anne-Marie Clermont, Simon-Charles Couture, Marc Lessard

Strategy

Hugo Martin-Bonneville, Caroline Khangi

Product

Marylène Benoit, Katie Charpentier, Vicky Langlois, Laurie Dumulong

Media

Carat

Studio

Harrison Fun