Eight fuels the pre-launch of General Motors’ new car

Playful videos build up steam for launch of Chevrolet Cruze T

For Chevrolet’s ‘Cruze T’ launch in the fourth quarter of 2010, GM will unveil an upgraded sporty option of the popular car for China’s auto market. To drive the launch, Shanghai General Motors turned to Eight Partnership to generate buzz and build excitement.

As a warm-up for more traditional marketing campaigns, Eight created a CRUZE T web video that employs vintage computer game aesthetics to promote the turbo version of Chevrolet’s popular model. Aiming for a younger audience, the video draws attention to the Cruze T’s agility, speed and easy-to-drive features that have made it a World Touring Car Championship car, in a gaming concept appealing to the sedan’s target market.

Engaging hot director Stanley Liu, Eight combined computer-generated sets with state-of-the-art film production to follow Cruze T cars in a race around a video game styled track, inspired by Namco’s classic Pac-Man platform.

Using a stylised and highly technical execution, the video fulfills SGM’s ambition to deliver something that has never been seen before in China, explains Sheilen Rathod, MD for Eight Beijing. "It's great when you get to work with a client that is prepared to take a leap of faith and try something truly unique,” he says. “The Eight creative and accounts teams did a great job in conceiving and then delivering on this concept, on time and on budget."

View the video here