Past Winners

2010 Winners & Shortlists

CONFESSIONS OF CORPORATE SPIES

Grand Prix

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ClientGM - CHEVROLET
ProductCHEVROLET BRAND
EntrantSTARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
Type of EntryMedia: Integrated Campaign
CategoryBest Integrated Media Campaign
TitleCONFESSIONS OF CORPORATE SPIES
Product/ServiceCHEVROLET BRAND
Entrant Company:STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
Media Agency:STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES

Credits

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).

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