Winners & Shortlists - 2010 - Media

Advertiser	GM - CHEVROLET
Product	CHEVROLET BRAND
Entrant	STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
Type of Entry:	Media: Integrated Campaign
Category:	Best Integrated Media Campaign
Title:	CONFESSIONS OF CORPORATE SPIES
Advertiser/Client:	GM - CHEVROLET
Product/Service:	CHEVROLET BRAND
Entrant Company:	STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
Media Agency:	STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
Creative Credits

Name	Company	Position
Rayan Karaky	Starcom Mediavest Group	General Manager - Pgm Digital
Manikandan Hari	Starcom Mediavest Group	Media Director
Ali Nehme	Starcom Mediavest Group	Media Manager
Wael Hattar	Starcom Mediavest Group	Branded Entertainment Consultant
Rommel Guiang	Starcom Mediavest Group	Media Supervisor
Maria Fernandes	Starcom Mediavest Group	Media Executive
Joubran Abdulkhalek	Starcom Mediavest Group	Media Executive
Muna Abudayyeh	Starcom Mediavest Group	Junior Consultant
Mazen Haddad	Starcom Mediavest Group	Media Supervisor
Vinod Kumar	Starcom Mediavest Group	Media Manager
Allan Guevara	Starcom Mediavest Group	Administration
Richard Viray	Starcom Mediavest Group	Administration

Results and Effectiveness:

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 was enjoyed by more than 50,000 viewers in the first 2 weeks and millions who saw the promos on TV.

Creative 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 WebTV series was produced and broadcasted 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.

Insights, Strategy and the Idea:

When compared to its Japanese competition, Chevrolet has a negative perception on quality, reliability, durability, ownership cost, safety and resale value. These misperceptions are the main reason Chevrolet scores low on opinion & consideration. The main objective of the campaign was to drive a direct comparison with its Japanese rivals, bust the preconceived myths and improve the overall opinion & consideration attributes measured in the brand health monitor The unifying insight is that people welcome people into their lives and not brands. It’s customary for Arabs to open their door to foreign visitors. Not only hospitable and welcoming, they are eager to share details of their culture, lifestyle, likes and dislikes with people from different backgrounds. Knock knock, who’s there…it’s us… Hiroshi and Osamu (H&O).