A PUSH BUTTON START by Madison Communication for Chevrolet

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A PUSH BUTTON START

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Industry Cars
Media Promo & PR, Case study
Market India
Agency Madison Communication
Released October 2009

Credits & Description

Category: Best Use of Television
Advertiser: CHEVROLET SALES INDIA
Product/Service: CRUZE
Date of First Appearance: Oct 14 2009 12:00AM
Entrant Company: MADISON MEDIA, Mumbai, INDIA
Chief Executive Officer: Basab Datta choudhary (Madison Media)
Account Director: Kunal kumar (Madison Media)
Media placement: TV Integration - CNBC Awaaz - 14 October 2009

Results and Effectiveness
The message reached out to 10 million Indians. The unique feature of car 'Push button start' was well perceived by the prospects and waited excitedly to see how the feature actually worked when they would go for a test drive. 862 cars sold in the launch month with market share of 32%, against the target of 500. Rate of conversion from test drive to purchase was higher by 50%, compared to other Chevrolet cars. And even today it enjoys a two month waiting for delivery. A sure sign of success in Indian Automobile industry!!

Creative Execution
Leveraging their love & lust for the stock market & gizmos, we decided to connect the dots in media to lure the TA. We partnered with India’s leading business news channel. An analysis of viewership pattern showed that the opening of stock market gets maximum eyeballs. The stock market in India opens with the traditional sound of a ringing bell. For one whole week during launch period we fabricated a neat Start button, branded with Chevrolet message, on the screen. Just as the program was about to start, the anchor pushed the button, and announced 'Let’s push start to Cruze into the market', and started the stock market proceedings instead of customary ringing of the bell. The stock indices started appearing immediately after the push of the button to emphasize 'no waiting, just start'. With a push of the button 'Cruze comes to life' was dramatised. A first on business Channel.

Insights, Strategy & the Idea
The bankruptcy story was still fresh in people’s minds, when General Motors India decided to launch ‘Cruz’ – the premium sedan. In India General Motors has presence across all car segments but leads in none. Amongst smaller cars –Hyundai and Maruti lead the pack, across premium cars – Toyota and Honda rule the roost. If we look at company level -for every 19 cars sold by competition, Chevrolet sells 1 car. Bottomline – Car not only had to become the leader in its category but also signal the ‘New GM’ image. Analysis showed the most likely buyer for this category is businessmen (SME)/ traders rather than corporate. Further analysis showed ‘car is a status symbol’ for this TA – reflection of their achievement. They are most likely to go in for the latest gizmo to hit town. They are also avid consumers of stock market coverage on business channels.