2009 Winners & Shortlists

Results and Effectiveness

After just 2 months on air, we smelt success, with retail sales jumping by 18%. Awareness amongst youth registered a 9% increase over the same period. The true testimony to Aveo5’s success were the results in our TA’s favourite playground – the virtual world 11,042 votes 10,991 registered users 3,690 comments 3,573 individually customized cars entered Piggy backing on our success, our competition has recently launched a campaign featuring customized cars. Surprise! surprise!

Creative Execution

At the core of the campaign was the online “experiential centre” (www.totallystreet.com) for customization, where you could win the very car you designed yourself. While designing the media strategy, the primary role of all touch points was to drive traffic to the online customization site. Youth being more receptive to integrated content, we had creative placements on Rotana Music TV in celebrity shows and 3 full dedicated episodes promoting features and the customization website. We created a region-wide experiential motorcade of pre-customized Aveo5’s that toured youth hangouts to entice them to go online try their skills. We created movable customization kiosks with online access for the event. This will culminate with a huge street party in Dubai where winners and their cars will be revealed. In print, we overtook the expected ‘photo of the day’ on the front page in Arriyadiah sports newspaper and replaced it with an unexpected contextually relevant Aveo5 message. Aside from the highly targeted display campaign online, we branded stadiums on PlayStation 3 platform with in-game advertising, a first in the region. We tapped into their virtual spaces through social networks and blogs. At college we distributed custom designed university planners. We took the experience into showrooms and distributed “Totally Street” themed flyers, stickers, funky t-shirts & board games.

Insights, Strategy and the Idea

Chevrolet Aveo had taken a hit over the past few years and suffered from low retail penetration, brand health and consideration in the minds of the younger consumer. Chevrolet’s answer was to create the cool Aveo5. Our challenge was to boost retail sales, improve opinion and attract a younger buyer Aveo competes in the 3rd largest segment within the category, with powerful competitors all speaking the same boring tactical language Customization and self-expression is loved by the youth of the region, yet they are rarely given a platform to express themselves; a feat, no automobile manufacturer has achieved effectively. Chevrolet tapped into the opportunity and “Totally Street” was born. In the youth lingo and in youth hangouts we offered a chance for 3 lucky winners to experience customizing an Aveo5 with the experts “Chrome & Carbon” customizers.