TRO roadshow emphasises womens’ fear

Agency TRO launched small car Matiz to retailers on behalf of Chevrolet during the weekend of 18-19 June.

Agency TRO launched small car Matiz to retailers on behalf of Chevrolet during the weekend of 18-19 June. The vehicle will be marketed mainly to women so TRO created roadshows with the theme of “selling to females”. The shows visited retailers in Newbury, Hatfield, Leeds, Birmingham and Edinburgh, and featured interactive training workshops and Matiz test-drives. TRO account director Muriel Groleau said: “We wanted to place retailers in an ultra-female environment and make them uncomfortable, to emphasise how ill-at-ease some women customers feel in a typical car showroom.”

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