CORPORATE SPIES by Starcom Dubai for Chevrolet

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CORPORATE SPIES

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

Credits & Description

Category: Best Use of Integrated Media
Advertiser: GENERAL MOTORS
Product/Service: CHEVROLET BRAND PROMO
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: STARCOM , Dubai, UNITED ARAB EMIRATES
General Manager - PGM Digital: Rayan Karaky (Starcom MediaVest Group)
Deputy General Manager: Manikandan Hari (Starcom MediaVest Group)
Media Manager: Ali Nehme (Starcom MediaVest Group)
Branded Entertainment Consultant: Wael Hattar (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)
Media Executive: Joubran Abdulkhalek (Starcom MediaVest Group)
Junior Consultant: Muna Abudayyeh (Starcom MediaVest Group)
Administration: Allan Guevara (Starcom MediaVest Group)
Administration: Richard Viray (Starcom MediaVest Group)
Media placement: Social - Facebook, Twitter - 9 August 2009
Media placement: Webisode TV Series - Www.MBC.net/ho - 9 November 2009
Media placement: Mobile - Nokia.mobi - 1 February 2010
Media placement: Online - Maktoob, MSNArabia, Kooora, Timeout, Networks - 9 August 2009
Media placement: Search - Google - 1 August 2009
Media placement: Television - MBC, MBC2, MBC Action, Dubai TV, Dubai One - 25 July 2009
Media placement: Magazines - IQ, Friday, Weekend, Sayidaty, Laha, Hello, Ahlan - 01 November 2009
Media placement: Radio - MBC FM - 28 November 2009

Results and Effectiveness
Chevrolet gained 12 points on opinion & consideration and improved purchase intent by a remarkable 8 points. Perceptions of Chevrolet's trustworthiness increased by 10 points, and value for money by 5 points on the brand health monitor. Six weeks later, total car sales had increased by 27%; 3 months into the campaign total sales increased by 37%. The campaign gathered 27,371 followers on Facebook & Twitter. Our Web TV series were enjoyed by more than 50,000 viewers in the first 2 weeks and millions who saw the promos on TV.

Creative Execution
Through a regional TV campaign Hiroshi and Osamu were introduced to the region as two bumbling, likable Japanese spies on a mission to gather information about Chevrolet's success. The region befriended them by adding them on Facebook and twitter, and H&O quickly became a movement. Soon they were delegating missions, giving out rewards and engaging all their friends & followers in the quest for more knowledge about Chevrolet. The H&O page on Facebook became a brand forum for Chevrolet where people debated and shared experiences with the brand. H&O were caught on CCTV at a Chevrolet showroom, and a first-in-the-region Web TV series were produced and broadcast through the leading TV station's Video on Demand platform (MBC.Net/HO) over 8 weeks. H&O became stars and featured on magazine covers. One of their loyal university friends captured their story in a manga-style comic.

Insights, Strategy & the Idea
When compared to its Japanese competition, Chevrolet has a negative perception on quality, reliability, durability, ownership cost, safety and resale value. These misperceptions are the main reason Chevrolet scores low on opinion & consideration. The main objective of the campaign was to drive a direct comparison with its Japanese rivals, bust the preconceived myths and improve the overall opinion & consideration attributes measured in the brand health monitor. The unifying insight is that people welcome people into their lives and not brands. It's customary for Arabs to open their door to foreign visitors. Not only hospitable and welcoming, they are eager to share details of their culture, lifestyle, likes and dislikes with people from different backgrounds. Knock knock, who's there? - It's us, Hiroshi and Osamu (H&O).