Chery Promo ROAD M11 by RA Voskhod

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ROAD M11

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Industry Cars
Media Promo & PR
Market Russia
Agency RA Voskhod
Creative Director Andrey Gubaydullin
Art Director Vladislav Derevyannykh, Nikolay Gluhikh
Copywriter Aleksandr Parkhomenko
Designer Evgeny Polukhin
Released August 2010

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: CHERY
Product/Service: CHERY M11
Agency: VOSKHOD
Date of First Appearance: Aug 7 2010
Entrant Company: VOSKHOD, Yekaterinburg, RUSSIA
Creative Director: Andrey Gubaydullin (Voskhod)
Art Director: Vladislav Derevyannykh (Voskhod)
Junior Creative Director: Evgeny Primachenko (Voskhod)
Copywriter: Aleksandr Parkhomenko (Voskhod)
Art Director: Nikolay Gluhikh (WOW)
Designer: Evgeny Polukhin (WOW)
Flash: Vitaly Polukhin (WOW)
Flash: Mihail Chistyakov (WOW)
Media placement: Internet Site - Internet - 7 August 2010
Media placement: Event - Rally Road - 7 September
Media placement: Internet-Video Of Rally - Internet And TV-Shows About Cars - 17 September

Describe the objective of the promotion.
Chinese car brand Chery is launching a powerful dynamic car Chery M11 into Russian market. But there is problem - In Russia Chineese cars have the reputation of those unreliable and poorly driven.

Describe how the promotion developed from concept to implementation.
Anyone could check the possibilities of Chery M11. We launched an internet game - m11 trassa.ru. People created roads and drove along them by computer model Chery M11 against time and voted for the best road. In a month from more than 800 roads the winner was chosen.
Then we actually constructed the winning road in reality, invited journalists and started rally with Chery M11 having nicks of project participants on it. Russian rally champion was the driver, the creator of the winner road was the navigator.

Explain why the method of promotion was most relevant to the product or service.
You can't take a lot of people to the test-drive so we created another way to see Chery's capabilities. Construct the road that you want - make it very difficult and you'll see - Chery M11 actually can handle it.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The project participants and invited journalists could see the possibilities of M11 for themselves. In the course of 3 months more that 340 thousand people visited the site. The sales of M11 exceeded those planned by 76%. The annual increase of Chery sales exceeded the market average 6 times to the amount of 186%