GM-CHEVROLET: YOUR PATH, OUR CAR, LET'S PL@Y

Credits:

Advertiser/Client: GM-CHEVROLET
Product/Service: AUTOMOBILES
Advertising Agency, City: STARCOM MEDIAVEST GROUP, Dubai
Country: UNITED ARAB EMIRATES
Media Agency, City: STARCOM MEDIAVEST GROUP, Dubai
Country: UNITED ARAB EMIRATES
Advertising Agency, City: STARCOM MEDIAVEST GROUP, Dubai
Country: UNITED ARAB EMIRATES

Credit Details:
Name Position Company
Ali Nehme Digital Activation Specialist Starcomip
Wassim Moumneh Senior Media Executive Starcomip
Rayan Karaky Media Director Starcomip

Insights, Strategy and the Idea:
In the small car segment, Chevrolet Aveo scored low on consideration — it was a fleet car that suffered from lack of character with no connection to youth. Chevrolet wanted to shift appeal to the young first-time car buyers and grow the Aveo customer base. This new audience would include graduates, university students, and young executives that are in a transition phase in their professional and personal life. A phase of exploration, where they were navigating through the streets of life and seeking to leave their very own footprint of individuality and self expression. Chevrolet wants to enable them to do all that, to be “totally street”. Our key strategy was to get close to this audience by being part and familiar to their everyday life. To be accepted Aveo would need to be relevant and speak a language they understood – acknowledging the importance of empowerment if we really wanted them to interact with the brand.

Creative Execution:
We gave them just that. Through the Aveo website we provided a platform for them to express their creativity and passion under the theme called “totally street” – where they were given the opportunity to totally customize a car through design and make it their very own. A tailor made WAP site provided users through handheld devices, the opportunity to browse the customized cars, vote in real-time on their favorite, and download customization videos, wallpapers, and screensavers. Chevrolet Aveo also branded the hardcore console and on-line street games with graffiti street style copy, reinforcing Aveo’s new positioning of being part of their street, their hangout and relevant to them. The campaign also deployed for first time in the U.A.E. sponsored news feeds appearing on the home pages of Facebook and supported a lifestyle search program on Google & a full fledged display campaign on major portals and relevant recruitment sites, following the life stage of the target audience.

Results and Effectiveness:
‘Totally Street’ was ‘Totally Smart’. In 3 months, 3,641 hot leads collected (people with intent to purchase);Equivalent to 150% of total retail sales Aveo achieved in 1 year before the campaign. The volume of retail sales vs. fleet Indexed 228 in the 3rd Month - Prior to campaign: Fleet 86% vs. retail 14% - Month 1: Fleet 80% vs. retail 20% - Month 2: Fleet 68% vs. retail 32% The customization website was a mega hit:
• 22,033 registrations
• 3,573 customized cars
• 11,391 referrals Overall 70 million impressions were served and generated 225,000+ clicks. Mobile: 833,000 impressions, record CTR 8.7%, 65,000 unique users, 15,000 downloads, 10,000 referrals & 2,000 votes, Social media: huge success with 33.9 million impressions, 34,663 clicks, 35% of total registrations In-game: 2.1 million impressions with an average exposure of 11 seconds per impression Search: 81,096 Impressions & 2,451 clicks