Cannes Lions

Spark

CARAT, Seoul / GENERAL MOTORS / 2017

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Overview

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Credits

Overview

Description

Unlike any other market, Korea has a substantial number of drivers who have a license but haven’t been driving for a very long time. This is because of a social convention where Koreans get their driving license after they graduate school, without knowing when they will buy their own car. Years later, they are not yet confident in driving but are looking for the right opportunity to get behind the wheel. We wanted to reach out to this particular target and demonstrate to them that Chevrolet Spark is a safe, affordable and fun car and what doors it could open doors once they take the leap of faith and get behind the wheel again.

Execution

The campaign kicked off with a teaser TV commercial and a digital video content, in partnership with Facebook, Twitter and YouTube, to notify the audience that Oh Hyuk, our influencer who is also a well-known musician, was going on a road trip.

Once the event was notified and Oh Hyuk hit the road, we went at full throttle across all channels – TV, Cinema, VOD and Digital – to amplify the road trip to as many people as possible. As part of his road trip, there was a live stream concert by Oh Hyuk on Facebook. We also created a digital content on Pikicast, a local version of Buzzfeed, to engage our audience of Oh Hyuk’s trip with Spark.

We also tailored a highly targeted digital media mix that delivers sales information to those who we have engaged with over to meet our business target.

Outcome

- Spark overtook Kia Morning and reigned as no.1 Car-A during the campaign

- Our audience was inspired by the road trip; Oh Hyuk’s journey alone produced over 50 mil impressions, almost 3.5 mil views and 11.5% View through rate

- Over delivered our sales KPI by 24%

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