Chevrolet Promo, Case study PASSION ON by McCann Bangkok, Weber Shandwick Asia Pacific

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PASSION ON

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Industry Cars
Media Promo & PR, Case study
Market Thailand
Agency McCann Bangkok
Associate Creative Director Anuwat Nitipanont
Executive Creative Director Supachai Toemtechatpong
Copywriter Piyakan Sirichankachorn
Agency Weber Shandwick Asia Pacific
Released September 2011

Credits & Description

Category: Automotive and Transport
Advertiser: CHEVROLET SALES
Product/Service: CHEVROLET THAILAND
Agency: McCANN WORLDGROUP
Agency: WEBER SHANDWICK
Chief Creative Officer: Martin Lee (McCann Worldgroup)
Executive Creative Director: Supachai Toemtechatpong (McCann Worldgroup)
Associate Creative Director: Anuwat Nitipanont (McCann Worldgroup)
Copywriter: Piyakan Sirichankachorn (McCann Worldgroup)
Junior Art Director: Tikhamporn Chuenkittivoravat (McCann Worldgroup)
Junior Art Director: Kantapon Meateekul (McCann Worldgroup)
Senior Flash Programmer: Seksun Duangsong (McCann Worldgroup)
Flash Programmer/Special Effects: Chrisjunior Drabik (McCann Worldgroup)
Senior Flash Animator: Kongsak Pongsuradate (McCann Worldgroup)
Animator/Special Effects: Kittikoon Thaomor (McCann Worldgroup)
Digital Strategic Planning Director: Numpol Chantathanakorn (McCann Worldgroup)
Account Director: Arunee Rueangwattanaporn (McCann Worldgroup)
Account Manager: Titiwut Punnatrakul (McCann Worldgroup)
Account Executive: Punyawee Pisuthisakulchai (Mccann Worldgroup)
Media placement: Web Banner - Manager.co.th, Headlightmag.com, Sanook.com, Hotmail.com, Mthai.com, Adnetwork.com And Admax.com - 15 Sep - End Of Oct 2011
Media placement: EDM - Chevrolet Thailand's Database - 15 Sep - End Of Oct 2011
Media placement: Facebook Fanpage - Chevrolet Thailand's Facebook Fanpage - 15 Sep - End Of Oct 2011
Media placement: DM - Chevrolet Thailand's Database - 15 Sep - End Of Oct 2011
Summary of the Campaign
OVERVIEW
Create a brand campaign that celebrated the occasion of the 100th anniversary of Chevrolet (Centennials). Chevrolet wants to increase brand likability, among Thais. However, research shows us that Chevrolet, despite its 100-year heritage remains unknown to most Thais. Chevrolet upheld its passion for over 100 years and we invited Thais to keep their passion with us like how we kept ours. Chevrolet will be by their side to remind them of their passion.
CHALLENGE
We used our 100-year heritage to make Chevrolet starts to become a part of everyone’s life.
IDEA EXECUTION
We will help everyone keep their passions for as long as we have kept ours. We will be the keeper of your passions and drive them through the 21st century.
Keep your passion on. By providing reminders from the one person you trust and believe the most-yourself.
We invite users to record their passions with us at PassionOn.com. Every year on November 3rd, Chevrolet’s birthday, users will receive an automatic Skype call from themselves through our Chevrolet line, encouraging them to keep their passion on. By reminding our users of the best-and most passionate-version of themselves, the time they were keeping their passion on and the Chevrolet brand are recalled every year.
RESULT
• In the first week, over 5,000 'passions' were recorded.
• Brand likeability and emotional connection with brand increased 40%.
• Through the years ahead, Chevrolet will be a part of everyone’s life, helping them to remember each year what they love the most.
The Situation
For 100 years in America and all over the world, Chevrolet has been driving our passion in automobile innovation. However, research shows us that Chevrolet, despite its 100-year heritage remains unknown to most Thais.
The Goal
To use our 100-year heritage to make Chevrolet starts to become a part of everyone’s life.
The Strategy
Chevrolet upheld it’s passion for over 100 years and we invited Thais to keep their passion with us like how we kept ours. Passion is what drives people to great achievements and Chevrolet will be by their side to remind them of their passion. We will be the keeper of your passions and drive them through the 21st century. Keep your passion on.
Execution
We will be the keeper of your passions and drive them through the 21st century.
Keep your passion on. By providing reminders from the one person you trust and believe the most - yourself. We invite users to record their 'passions' with us at PassionOn.com. Every year on November 3rd, Chevrolet’s birthday, users will receive an automatic Skype call from themselves through our Chevrolet line, encouraging them to keep their passion on. By reminding our users of the best-and most passionate-version of themselves, the time they were keeping their passion on and the Chevrolet brand are recalled every year.
Documented Results
• In the first week, over 5,000 passions were recorded.
• Brand likeability and emotional connection with brand increased 40%.
• Through the years ahead, Chevrolet will be a part of everyone’s life, helping them to remember each year what they love the most.
• The time they were keeping their passion on and the Chevrolet brand are recalled every year.