Chevrolet Promo, Case study REV IT LOUD by Starcom Dubai

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Industry Cars, Sport Cars
Media Promo & PR, Case study
Market United Arab Emirates
Agency Starcom Dubai
Released October 2009

Credits & Description

Category: Best Use of Magazines
Date of First Appearance: Oct 29 2009 12:00AM
Deputy General Manager: Manikandan Hari (Starcom MediaVest Group)
Media Manager: Vinod Kumar (Starcom MediaVest Group)
Media Supervisor: Mazen Haddad (Starcom MediaVest Group)
Media Supervisor: Rommel Guiang (Starcom MediaVest Group)
Media Executive: Maria Fernandes (Starcom MediaVest Group)
Administration: Allan Guevara (Starcom MediaVest Group)
Administration: Richard Viray (Starcom MediaVest Group)
Media placement: Magazine - 1 Insertion - Time Out Dubai - 29/10/2009

Results and Effectiveness

All 799 available units were booked within 3 Weeks! Chevrolet’s strong personality increased by 24% in just 2 months, the exciting/fun perception soared up by 40%. The Brand equity index increased by 23% and the favourite brand sentiment was up by 54%, recording Chevrolet’s highest peak in our region. We witnessed a 15% increase in people who would pay more than any other brand, and there was a remarkable 73% increase in the willingness to pay whatever it costs to buy the car! The sound chip idea was such a success that the regions first Formula 1 series in Abu Dhabi used the same concept. Data Sources: GM Sales Data, GM Brand Health Monitor (Research by Nielsen), Google Analytics.

Creative Execution
Demonstrating the impressive roar of a Camaro engine is impossible in traditional static print. However, we drew an analogy between the pages of the magazine and the hood of the car; lift up the cover and listen to the 462 HP All-Aluminum 6.2L L99 V8 Camaro engine. Hidden sound chips were inserted inside the Camaro magazine ads with the actual recording of a Camaro engine becoming the first ever sonic insert in a magazine for the region. By employing a high-tech execution we were also able to reinforce the 21st century thrills proposition. We targeted the top automotive and lifestyle magazines.

Insights, Strategy & the Idea
When the Chevrolet Camaro first hit the streets over 40 years ago it was the ultimate pony car. The new, more refined, 2010 model was launched using a platform of ‘21st Century Thrills’. Therefore it needed to be repositioned, while still treating the Camaro as an inspirational ‘Halo brand’ that illuminated the entire Chevrolet range. Our target audience was predominantly young males, who were either expressive enthusiasts or very image conscious. The first group are car enthusiasts and passionate drivers who crave excitement, while the second group are trendsetters that want to standout. It is habitual for local Arabs to gather in public areas, pop the hoods of their cars and compare their engine’s revving sounds. The louder your cars roar, the more macho your image.