Cannes Lions

FORGIVE ME

ARTEAGA & ARTEAGA, San Juan / CHEVROLET / 2014

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Overview

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Credits

Overview

Execution

Objective: To generate excitement and conversations about Chevrolet and Alberic Car Dealership.

Execution: On the morning of Valentines' Day, we parked a $100,000, 2014 black Chevrolet Corvette in front of a luxury apartment building at one of the most affluent and busy streets in San Juan. The Corvette had a giant red bow and a Valentine's Day card that read “Forgive me”. We had it parked for 12 hours for everyone to see, share and comment.

Te occurrence was covered by TV, the press in 15 countries, and generated 20,000 likes, 1,500 shares and an estimated organic reach of 7.5 million users. In just 12 hours.

Outcome

The on-site promotion lasted just 12 hours and generated:

• 20,000 likes

• 1,500 shares

• An estimated reach of 7.5 million users

• Over $100,000 in publicity

• Media coverage in 15 countries across 3 continents

• In Chevrolet sales, Alberic Dealership grew by 78% vs. the same period the previous year, and total national Chevrolet sales increased by 77%.

• Total investment for this project was less than $10,000 including parking toll, display and banner ads.

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