HAND DRAWN BILLBOARD by Leo Burnett Dubai for Chevrolet

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HAND DRAWN BILLBOARD

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Industry Cars
Media Case study
Market United Arab Emirates
Agency Leo Burnett Dubai
Regional Executive Creative Director Malek Ghorayeb
Creative Director Mohamed Oudaha
Copywriter Jaison Ben
Illustrator Dodie Dayao, Sasan Saidi
Released October 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: GENERAL MOTORS
Product/Service: CHEVROLET
Agency: LEO BURNETT DUBAI
Date of First Appearance: Oct 2 2010
Entrant Company: LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Regional Executive Creative Director: Malek Ghorayeb (Leo Burnett Dubai)
Creative Director: Mohamed Oudaha (Leo Burnett Dubai)
Senior Copywriter: Nabil Rashid (Leo Burnett Dubai)
Senior Art Director: Rafael Rizuto (Leo Burnett Dubai)
Communications Manager: Hassan Abuezzeddine (Leo Burnett Dubai)
Copywriter: Jaison Ben (Leo Burnett Dubai)
Illustrator: Sasan Saidi (Leo Burnett Dubai)
Illustrator: Dodie Dayao (Leo Burnett Dubai)
Media placement: Outdoor - Kassab - DMC - October 2010
Insights, Strategy & the Idea
At the end of every year, all major car manufacturers and dealerships flood the market with price-reductions. The communication is tactical, purely dictated by price, and no single communication is able to rise above the clutter.
After a difficult period for car manufacturers worldwide, Chevrolet was running a price reduction promotion on a fleet of their vehicles. The brief was to communicate three cars & highlight their price.
We wanted to create communication that would truly engage people, and raise the brand above the rest of the end-of-year- vehicle promotions.
Creative Execution
Our solution was to demonstrate how far Chevrolet was willing to go to bring the lowest prices to its consumers.
To do this a Chevrolet salesman actually hand-drew a billboard throughout a whole day. The billboard read the message 'We saved money by hand-drawing this ad, so you pay less for the car'.
By transforming an otherwise tactical message into a more engaging one, we were able to stand out from the crowd by using a medium in a truly break-through fashion.
Results and Effectiveness
In under one week, the message spread from hundreds of people in the streets, to thousands on the web:
- More than 100,000 online views.
- More than 8,000 tweets.
- More than 5,000 Facebook feeds
- More than 6,000 blog posts in leading automotive and design blogs.
- Free media coverage in magazine and newspapers.
By the end of the promotion, Chevrolet recorded over 48% boost in sales compared to the previous year.