Cannes Lions

CHEVROLET

LEO BURNETT, Bangkok / CHEVROLET / 2007

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Overview

Entries

Credits

Overview

Execution

An innovative calendar was created to reflect Chevrolet’s image as the inventor and leader of futuristic automobile technology. This calendar was designed under the theme “The future has arrived. Sooner than expected”, which included a line-up of never-before-seen Chevrolet Concept Cars scrambled behind a secret code. Users were to slide these coded sheets into the decoder box to reveal a Chevrolet Concept Car for each month.

Outcome

One month after delivery of the calendar, 374 of the future prospects inquired for more information on Chevrolet cars and some even requested for another calendar. Acclamation was posted through the Chevrolet web board and initiated a word-of-mouth wave via the Internet.

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