Chevrolet Promo, Case study THE AD YOU WOULD KEEP by WMcCann Brazil

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THE AD YOU WOULD KEEP

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Industry Cars
Media Promo & PR, Case study
Market Brazil
Agency WMcCann Brazil
Creative Director Eric Sulzer
Art Director Carlos Murad
Copywriter Fábio Seidl
Released April 2011

Credits & Description

Category: Best Use of Print
Advertiser: CHEVROLET
Product/Service: AUTOMOBILE
Agency: WMcCANN
Date of First Appearance: Apr 27 2011
Entrant Company: WMcCANN, Sao Paulo, BRAZIL
Chief Creative Officer: Washingto Olivetto (WMcCann)
Creative Director: Eric Sulzer (WMcCann)
Art Director: Carlos Murad (WMcCann)
Copywriter: Fabio Seidl (WMcCann)
Account Vice President: Rodrigo Perri (WMcCann)
Account Executive: Aline Garcia (WMcCann)
Account Executive: Michele Zeger (WMcCann)
Account assistant: Murilo SantoAndre (WMcCann)
Media placement: Magazine - Veja - 27/04/2011

Insights, Strategy & the Idea
The new Chevrolet Omega Fittipaldi, a luxury car tuned and signed by a racing legend: Emerson Fittipaldi, 2x Formula1 Champion, 2x Indy 500 winner and Formula Indy Champion.

Target: Luxury car buyers, a selective public that reads, knows and care a lot about cars.

Strategy: With a car so exclusive, we had to create something unique and remarkable, an action more relevant for the audience than the other car’s communication.

The Insight: A campaign also signed by Fittipaldi. We invited him to be a consultant in the campaign – a homage to all his achievements and the amazing cars he drove – but autographed a special series of 2,000 print ads to a special mailing of car lovers.

Creative Execution
Direct + Print + Video + Digital
1. We used a VIP mailing of 2,000 subscribers of the most important magazine in the country and the most respected car’s magazine.
2. All readers received an actual autographed ad with a special greeting, with each subscriber’s name
3. Each ad had an exclusive URL with a code that allowed each reader to watch a video of the exact moment that Emerson Fittipaldi signed his/her own magazine. At the video, Fittipaldi salute the reader by the name again.
4. At this microsite, the reader had the opportunity to download, send or share the video at the social networks. And, of course, find out more about the car at Chevrolet website.

Results and Effectiveness
+ 100% of sales results. The Chevrolet Omega Fittipaldi Special Series was sold out in the first week of sales. 100% of sales results.

+ 92% of the readers watched their videos.
+ 71% downloaded them and shared in the social networks.
+ The ad became a collector’s item. Subscribers wrote to say thanks for the ad. Hundreds of readers wrote to Chevrolet asking for an autographed ad, many car fans even asked to buy them.