Build immediate awareness for the all new Pontiac Vibe - showcase the new player in the Pontiac family, and establish Vibe's position "social, energetic, original and street smart".Break through the extensive automative ad clutter.Adopt non-traditional forms of mass advertising that will "seduce" the core target group, adults 18-34.Create a buzz around the launch of the Pontiac Vibe. We partnered with TVA, the market's number one television network to develop a customised project within its flexible and edgy late night talk show. We brought the producer of the show into the loop right from the offset - this proved to be extremely beneficial.A recruitment campaign aired within the show and throughout the network grid several months prior to the Road Trip, and approximately 120 video submissions were received. Finally, 9 contestants were chosen and lived on camera 24-7 for 11 days inside three Vibes and travelled 6,000 km, avoiding the continuous threat of elimination, as viewers tuned in daily to determine who they wished to eliminate. The last one standing drove away with 2 of the 3 Vibes, while the 3rd was awarded to a member of the voting public.The Vibe Road Trip took product integration to new heights, as a 6 to 9 minute capsule aired nightly highlighting the day events. This provided the audience with the opportunity to interact with the show by determining who to eliminate. Viewers were invited to cast their vote via the internet or phone. As a sign of the times, and maybe of things to come, Internet voting outnumbered phone voting by a margin of more than 2 to 1. We knew voting during the programme would work with young adults because they are renowned for multi-tasking. And since they seek instant gratification, we made sure that the results of the vote were announced before the end of each programme through live interaction, via satellite, between the host and the participants.A web destination was created providing up to the minute information on the "Road Trip". Viewers could download segments that were aired on TV; find out the next destination of the road trip, as well as look at the personal bios. of the participants.Each morning after the vote, a segment was aired in the #1 morning show, and full page ads. were taken out in daily newspapers, recounting the decisions of the previous night as well as providing the public with a teaser of what's to come. As an ad. medium, television is changing, especially against our target Adults 18-34. Viewing is down, ad. clutter is up and technology is empowering viewers to do things they were previously unable to do, such as multi-task and avoid ads. with products like TiVO. This inspired Cossette Media to go beyond traditional forms of media and create a concept that blurs the lines between advertising and programming.The launch of General Motors' Pontiac Vibe needed to connect with young adults; a public that seeks instant gratification, is busy, well educated, and both media and technology savvy. They are critical of advertising and need to be approached in unconventional ways. Something unequal to regular media buys was needed: something that ...-involved our target group-created a lot of buzz-provided a mass platformWe initiated a collaboration that brought broadcaster, producer and advertiser together. We set out to "step away from the ordinary" and "think outside of the box". The result was a multi-platform project that was bold, unique and innovative.The Pontiac Vibe Road Trip is the first ever reality show to be developed for the advertiser in which the product is the real star. Advertisers are constantly looking for new ways to get their brand message to consumers. The Pontiac Vibe Road Trip was bold, unique and innovative because it deviated from conventional advertising placement-Bold: the product was used as the setting for the show-Unique: viewers were given a say in how the show would evolve-Innovative: it was a mini-show fully integrated within an already established programmeThe project was a success largely because of the collaboration between agency, broadcaster and producer. New forms of partnerships lead to better "channel understanding", greater flexibility and ultimately better communication.This industry needs more bold, unique and innovative ways to connect with consumers ... the new era of technology demands it. The Vibe Road Trip has provided an alternative way to reach our target. By optimising new technology and the convergence of media rather than giving way to it, we have proven to our target group that our product is as innovative as the measures we used to promote it.

As an ad medium, television is changing, especially against our target, adults aged 18-34. Viewing is down, ad clutter is up and technology is empowering viewers to do things they were previously unable to do, such as multi-task and avoid ads with products like TiVO. This inspired Cossette Media to go beyond traditional forms of media and create a concept that blurs the lines between advertising and programming.

The launch of General Motors’ Pontiac Vibe needed to connect with young adults; a public that seeks instant gratification, is busy, well educated, and both media and technology savvy. They are critical of advertising and need to be approached in unconventional ways. Something unequal to regular media buys was needed: something that … involved our target group created a lot of buzz provided a mass platform. We initiated a collaboration that brought broadcaster, producer and advertiser together. We set out to “step away from the ordinary” and “ think outside of the box”. The result was a multi-platform project that was bold, unique and innovative. The Pontiac Vibe Road Trip is the first-ever reality show to be developed for the advertiser in which the product is the real star.