Dubai: Chevrolet is very much in the moment with its latest marketing hashtag. The General Motors’ owned brand has gone live with “#UpToMe”, a campaign that “pays tribute to the women of Saudi Arabia”.
And the context to this? The lifting of the ban on women being allowed to drive in the kingdom. The timing of the new campaign comes just ahead of the International Women’s Day.
In a statement, the automotive brand said: “Chevrolet recognises that the real milestone is that women can now decide to either get behind the wheel or not.”
“Ingrained in the Saudi community for over 90 years now, Chevrolet has been a constant companion providing dependable means of transport to both men and women in the kingdom,” said Molly Peck, chief marketing officer at General Motors M.E..
“With #UpToMe, Chevrolet recognises Saudi women’s newfound possibility to decide, and it emphasises that from this June onwards, it’s up to them.”
A short video features real Saudi women answering one question: “Will you drive come June 2018?” The campaign is now live on the Chevrolet Arabia Facebook and YouTube pages.
