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Industry Cars
Media Promo & PR, Case study
Released October 2009

Credits & Description

Category: Best Use of Television
Product/Service: CRUZE
Date of First Appearance: Oct 8 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 - Colors - Viacom 18 - 8 May 2010

Results and Effectiveness
Media picked up the story and viewers participated in blogs and forums and voted for the most deserving inmate. Cumulative reach of the programme 84%. 862 cars sold in the launch month itself with market share of 32 %( against the target of 500 in the launch month post mid-Oct, which 72% higher than the speculation). Rate of conversion from test drive to purchase (14.5%) was higher by 50%, compared to other Chevrolet cars. There was conversion of 14.5% from test drive to sales against 10% of other cars in the Chevrolet stable in within 3 months of the launch.

Creative Execution
Phase 1: Teaser - A huge box, the size of a car arrives in the drawing room of Big Boss to the pleasant surprise of the house inmates. By using the teaser effect curiosity is built with not only the inmates but the viewers of the episode too. Phase 2: Reveal - In week 2 Cruze was revealed with a lot of panache on the show. The inmates get into praising the look and feel of the car. Brand features were communicated in a seamless fashion. This excited the viewers too. Phase 3: Engage and Compete - Inmates conceptualize a commercial for the new Cruze and compete. They work towards projecting themselves as 'Cruze worthy' for a prize (Cruze). The house mates of the reality show Bigg Boss 3 had the opportunity to win the Chevrolet Cruze, for being the most bold and stylish contestant.

Insights, Strategy & the Idea

Chevrolet launched Cruze, a premium Sedan in the Indian market. Ambitious targets were set, approx 3000 cars to be sold in the first quarter. The biggest challenge was to excite prospects, hard to reach, Men SEC AB, to come forward for a test drive. The absence of a TV commercial made the challenge even stronger. Primetime television ran a reality show 'Big Boss'. A show of intrigue, suspicion, mind games, within inmates confined to a house, a must watch for our prospects. We introduced a new storyline, in a few episodes, to showcase Cruze with high drama. For a change we focussed the inmate’s attention on the stylish Cruze instead of each other. We got them excited on the 'Bold, stylish and aggressive' Cruze, sparking off conversations, and a competition on what they liked about this new car. 'Seeing enforces believing', our strategy effectively conveyed the innovative features and built trust in the minds of our prospects.