Chevrolet Promo, Case study ENGINEERED TO RESPOND by Leo Burnett Bangkok

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ENGINEERED TO RESPOND

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Industry Cars
Media Promo & PR, Case study
Market Thailand
Agency Leo Burnett Bangkok
Director Anupap Pongnametta
Executive Creative Director Keeratie Chaimoungkalo
Art Director Piti Pongrakananon, Paruj Daorai, Nateepat Jaturonrasmi
Copywriter Sompat Trisadikun, Chatchai Butsabakorn, Santi Tubtimtong
Producer Pavita Phavichitr
Editor Rawi Thamakulangkul
Released December 2010

Credits & Description

Category: Best Use of Screens
Advertiser: CHEVROLET SALES
Product/Service: CHEVROLET CRUZE
Agency: THE LEO BURNETT GROUP THAILAND
Date of First Appearance: Dec 12 2010
Entrant Company: THE LEO BURNETT GROUP THAILAND, Bangkok, THAILAND
Executive Creative Director: Keeratie Chaimoungkalo (Leo Burnett Group)
Executive Creative Director: Sompat Trisadikun (Leo Burnett Group)
Creative Director: Paruj Daorai (Leo Burnett Group)
Copywriter: Santi Tubtimtong (Leo Burnett Group)
Copywriter: Chatchai Butsabakorn (Leo Burnett Group)
Copywriter: Sompat Trisadikun (Leo Burnett Group)
Art Director: Piti Pongrakananon (Leo Burnett Group)
Art Director: Paruj Daorai (Leo Burnett Group)
Art Director: Nateepat Jaturonrasmi (Leo Burnett Group)
Agency Producer: Sompetch Nuntasinlapachai (Leo Burnett Group)
Regional Account Director: Aek Jittawait (Leo Burnett Group)
Account Executive: Sipparee Mongkolsri (Leo Burnett Group)
Production Company: (Mucky-Muck)
Producer: Pavita Phavichitr
Director: Anupap Pongnametta
Cameraman: Kris Khanchanaphet
Editor: Rawi Thamakulangkul
Sound Producer: Chumpol Sepsawasdi (Cine Digital Sound Studio)
Media placement: Cinema - Major Cineplex, SF Cinema, EGV - 12 December 2010

Insights, Strategy & the Idea
During the launching period of the All-new Chevrolet Cruze in Thailand, aside from usual conventional media, we wanted to further generate the public's interest and additionally engage with prospect customers. We decided that the movie theatre would be an ideal platform to deliver the car's innovative branding message. This was based on the general knowledge that particular film titles usually pre-selected the audiences' demographics & lifestyle interests.

Creative Execution
We brought to life the car's key concept of "Engineered to respond" by creating Thailand's first ever live cinematic advertising experience. It became the first time that a member of the audience entered the cinema screen and drove a car away.

Results and Effectiveness
Besides appreciative round of applauses at every show, 1,148 names were collected from interested prospects throughout the ad's first 2 weeks run-time. An additional 243 potential customers signed up to test drive the car.