SM finds new roads with second global partner Chevrolet

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SM Supermalls Senior Vice President for Marketing Joaquin San Agustin and Chevrolet Philippines Senior Vice President and Director Lyn Buena shake hands at the launch of the "Chevy Central" display in SM Mall of Asia.

Metro Manila (CNN Philippines, June 26) —  Bringing to the whole family new and fun experiences to the mall goers, SM Supermalls added some high-octane action to Father’s Day when it announced June 16 its partnership with American automotive giant Chevrolet for its “Home of the Global Brands” campaign.

The carmaker is the second global brand to tie up with the country’s largest mall chain, following SM’s partnership with South Korean electronics and appliance company LG in May.

Read: New and fun experiences await mall-goers as SM launches ‘Home of Global Brands’ campaign

The Chevrolet display, called “Chevy Central,” was held from June 16 to 18 at the SM Mall of Asia Atrium and showcased the company’s latest models, such as the top-selling Trailblazer sport-utility-vehicle, the Colorado pick-up truck, the Trax crossover, the Sail subcompact sedan and the Spark hatchback.

SM-Chevrolet-Project-Global_12_CNNPH.jpg The all-new Chevrolet Spark, one of the American carmakers' stronger sellers in the Philippines, at the "Chevy Central" display at the SM Mall of Asia.

Visitors got the chance to test drive the cars, as well as experience them in radical ways, such as the Sail “car-aoke” where customers sang their hearts out on a videoke machine installed in the Chevrolet Sail’s infotainment system.

SM-Chevrolet-Project-Global_13_CNNPH.jpg The stunning Chevrolet Corvette turned lots of heads at the "Chevy Central" display at the SM Mall of Asia.

“Chevy Central” likewise showcased two of the company’s most iconic models: the Camaro muscle car and the Corvette sports car.

SM-Chevrolet-Project-Global_3_CNNPH.jpg SM Supermalls Senior Vice President for Marketing Joaquin San Agustin says Chevrolet is just one of numerous global brands tying up with the country's largest mall chain.

SM Supermalls Senior Vice President for Marketing Joaquin San Agustin told CNN Philippines that the partnership is part of the company’s plan to transform SM Supermalls into lifestyle destinations.

“SM Supermalls is tying up particularly with big international brands in order to come up with an event that will really give a more differentiated experience, particularly for our customers,” he said. “Every time we have a car exhibit, it is something that really is exciting enough for the people to want to come, take pictures beside the cars and actually even enjoy looking around.”

SM-Chevrolet-Project-Global_2_CNNPH.jpg Chevrolet Philippines Senior Vice President and Director Lyn Buena says "Chevy Central" is part of the American carmaker's long-running relationship with SM.

Meanwhile, Chevrolet Philippines Senior Vice President and Director Lyn Buena told CNN Philippines that “Chevy Central” illustrates the 106 years of Chevrolet’s motoring heritage.

Buena added that despite the rise of the Internet and social media, car displays still play a big role for the brand.

“For us, it actually works a lot better now because the clients' purchase journey goes from online to offline to online again,” she said. “They search us in the Web and if we are at a location where they normally frequent, which is SM malls, then it makes for a better pitch for them because they can see our cars. And so, it's the crystallization of the story we painted in our digital pages.”

SM-Chevrolet-Project-Global_5_CNNPH.jpg "Chevy Central" showcased Chevrolet's new and classic models.

Buena also said “Chevy Central” will be touring at 20 other SM malls nationwide as part of the partnership.

As to what other global brands will be showcased at SM from July to December, San Agustin kept mum.

“Well, we tied up last month with LG and now with Chevrolet and all I can say is, we would like to surprise shoppers as we introduce brands in the coming months,” he said.

To know more about SM’s “Home of Global Brands” campaign and exclusive news about SM Supermalls, visitwww.smsupermalls.com or follow SM’s official social media accounts on Facebook, Twitter and Instagram.

Tweet your thoughts, upload and share your photos about your family fun experience with the world’s best brands at SM. Use the campaign’s official hashtag #ExperienceTheWorldAtSM.

Get insider access to all the fun happenings at SM Supermalls nationwide through SM’s Viber Public Chat.

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