In March, GM Korea chose Coex Mall to unveil the Chevrolet brand in Korea for the first time. From March 1 to 13, GM Korea ran promotions and demonstrations at Coex’s Millennium Plaza, Event Court, and Megabox Theater to introduce the Chevrolet brand concept and vehicles to the Korean public.
Official Chevrolet promotion began on February 28th, with GM Korea revealing the retirement of its 28-year-old Daewoo car brand. On March 1st, the head of GM Korea, Mike Arcamone, came to Millennium Plaza at Coex Mall to formally introduce the Chevrolet Orlando, Aveo, and Camaro as the brand’s Korean debuts.
The nearby Glass Tower skyscraper, looming in the background above the Square, was also covered with a wrap advertisement featuring the iconic Chevrolet logo. The Chevrolet Aveo was given a full display in the square near Coex’s Megabox Cinema, and GM presenters guided attendees through virtual demonstrations at the Coex Event Court.
Coex Mall sees over 150,000 visitors each day, with higher visitor numbers on weekends. Coex Mall foot traffic is therefore considered an important cross-section of Korean consumer power. This makes the mall an effective venue for domestic ad campaigns and branding efforts.
GM Korea plans to launch an additional 5 more Chevrolet cars by the end of 2011.