Chevrolet: Chevrolet Cricket Show

Credits:

Context
Chevrolet, to reflect its new positioning "Expressive Value" wanted to capture the hearts of expatriates in the United Arab Emirates through cricket. Options were limited to sponsorship of live matches involving high cost with no grass.

Philosophy/Solution
INSIGHT
When playing cricket, fans imitate their stars. They are hungry for information about their stars lifestyle and mannerism.

STRATEGY
Up close and personal with your crickets idols. Satisfy the hunger of the fans, gather them with their stars, allow them to interact, question and understand their lifestyle

Results
USD 6 million in airtime; 30 minutes primetime TV/week
USD 1.2 million in PR coverage
Boosted insports membership by 35%
Increased traffic to chevroletlive.com by 450%

Show extended for two years

Title "Chevrolet Cricket Show"
Agency Starcom Mediavest Group
City Dubai
Advertiser General Motors
Brand Name Chevrolet
Business Sector Corporate Communication
Market United Arab Emirates
Country of Production United Arab Emirates
Language English
Type Case Study