Cannes Lions

#DriveTheGames

CARAT, Detroit / GENERAL MOTORS / 2016

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Overview

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Credits

Overview

Description

Led by insight into the compassionate facets of Chevrolet’s target audience – while simultaneously harnessing the brand’s on-the-ground PanAm volunteer program and global ‘Power of Play’ platform as points of proof – the resultant idea was powerful, universal and culturally resonant: In a landscape saturated by advertiser dollars, volunteers had long-gone overlooked. Yet, behind every athlete are the unsung volunteers.

Execution

Supported by TV, online video, OOH dominations, FP spreads and HPTOs, #DriveTheGames successfully connected 22 million Canadians with a new side of Chevrolet.

Centering around Chevrolet’s #DriveTheGames microsite, high-reach customized in-broadcast/online streaming content featured top athletes telling stories of volunteers who’d helped them become sporting’s best.

To further fuel conversation and elevate their stories, Chevrolet then handed the reins to 15 select volunteers – giving fans a whole new level of access to the Games. Their passion was contagious and drove earned media far beyond expectations.

Ballooning to 500+ users, over 2,300 #DriveTheGames posts delivering nearly 16 million organic impressions.

Outcome

#DriveTheGames was an undeniable success, delivering squarely against the ingoing objective. Chevrolet brand favourability more than doubled amongst the 22 million Canadians that tuned into the PanAm games, increasing from 16% to 37%.

But the results didn’t stop there; the initiative made waves well beyond Brand Opinion. Likelihood to recommend Chevrolet increased an impressive 13 points (17% to 30%). And, with volunteer’s 2,300 #DriveTheGames social posts delivering 15.6M impressions, we successfully struck the desired balance of organic conversation and paid SOV.

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