Cannes Lions

CHEVROLET BRAND PROMO

STARCOM , Dubai / GENERAL MOTORS / 2010

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Overview

Entries

Credits

Overview

Execution

Through a regional TV campaign Hiroshi and Osamu were introduced to the region as two bumbling, likable Japanese spies on a mission to gather information about Chevrolet's success. The region befriended them by adding them on Facebook and twitter, and H&O quickly became a movement. Soon they were delegating missions, giving out rewards and engaging all their friends & followers in the quest for more knowledge about Chevrolet. The H&O page on Facebook became a brand forum for Chevrolet where people debated and shared experiences with the brand.H&O were caught on CCTV at a Chevrolet showroom, and a first-in-the-region Web TV series were produced and broadcast through the leading TV station's Video on Demand platform (MBC.Net/HO) over 8 weeks. H&O became stars and featured on magazine covers.One of their loyal university friends captured their story in a manga-style comic.

Outcome

Chevrolet gained 12 points on opinion & consideration and improved purchase intent by a remarkable 8 points. Perceptions of Chevrolet's trustworthiness increased by 10 points, and value for money by 5 points on the brand health monitor.Six weeks later, total car sales had increased by 27%; 3 months into the campaign total sales increased by 37%.The campaign gathered 27,371 followers on Facebook & Twitter.Our Web TV series were enjoyed by more than 50,000 viewers in the first 2 weeks and millions who saw the promos on TV.

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2018, GENERAL MOTORS

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