SHUT DOWN THE RECESSION by Starcom Dubai for Chevrolet

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SHUT DOWN THE RECESSION

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Industry Cars
Media Promo & PR, Case study
Market United Arab Emirates
Agency Starcom Dubai
Released February 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: GENERAL MOTORS
Product/Service: CHEVROLET BRAND PROMO
Date of First Appearance: Feb 3 2010 12:00AM
Entrant Company: STARCOM , Dubai, UNITED ARAB EMIRATES
Deputy General Manager: Manikandan Hari (Starcom MediaVest Group)
Media Manager: Vinod Kumar (Starcom MediaVest Group)
Media Supervisor: Mazen Haddad (Starcom MediaVest Group)
Media Supervisor: Rommel Guiang (Starcom MediaVest Group)
Media Executive: Maria Fernandes (Starcom MediaVest Group)
Administration: Allan Guevara (Starcom MediaVest Group)
Administration: Richard Viray (Starcom MediaVest Group)
Media Manager: Ali Nehme (Starcom MediaVest Group)
Media Executive: Joubran Abdulkhalek (Starcom MediaVest Group)
Media placement: TV Campaign - 335 Spots - Abu Dhabi TV, Dubai TV, Dubai One, Asianet, Sony, Star - 3rd February 2010
Media placement: Print Campaign - 34 Insertions - Al Khaleej, Al Ittihad, Emarat Al Youm, Gulf News, Khaleej - 3rd February 2010
Media placement: Radio Campaign - 624 Spots - Al Arabia FM, Al Khaleejiah FM, Channel 4 FM, City FM, - 3rd February 2010
Media placement: Online Campaign - 1,450,000 Impressions - Dubizzle, Koora, Gulf News, Maktoob, Google Content - 3rd February 2010
Media placement: Direct Channel - 70,000 Units - Direct To Prospect (Door Hangers, SMS And Post Its) - 3rd February 2010

Results and Effectiveness
The Autofest generated remarkable showroom traffic with average walk-ins increasing by 276% during the reveal week. GM sales during the period exceeded the forecast by 26%. Overall brand health monitor measures on opinion increased by 5 points. Brand health attributes for being a trustworthy brand increased by 32% and value for money increased by 15%, which means that customers found the promotion credible.

Creative Execution
Our Idea was brave and calculated. What do you do when nothing else works? Shut down & go home? Yes, that’s exactly what we did; all dealerships were shut down for two days. We announced the showroom closure on a 360-degree media approach as a teaser (television, newspaper, radio, online & direct channels such as emails, SMS & door hangers). All showrooms had a ‘Showroom Closed’ sign, which created a lot of curiosity. On digital, we specifically targeted people who were in the end of the purchase funnel and created an online showroom for them to visit. We also tactically used Post-it™ notes on newspapers, bundled with a response mechanism to track ROI to the last dollar! After the teaser, we reopened all dealerships and announced “Autofest”. We created a festive atmosphere at showrooms bringing in entertainers and pampering people, making the event a memorable experience.

Insights, Strategy & the Idea
The automotive industry was suffering from the recession across the world and the Middle East was no exception. Major players lost hugely on sales volumes. Consumer confidence was at its lowest and standard retail offers, no matter what hook or price, did little to generate showroom traffic. American brands were particularly vulnerable and General Motors was in the spotlight given its size and heritage. During times of financial distress, people tend to be far more discerning and wary of standard offers & marketing gimmicks. Our strategy was to do something against the current.