2010 Winners & Shortlists

HIROSHI & OSAMU

Bronze
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ClientGENERAL MOTORS
ProductCHEVROLET
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
Type of EntryIntegrated
TitleHIROSHI & OSAMU
Product/ServiceCHEVROLET
Entrant Company:LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency:LEO BURNETT DUBAI, UNITED ARAB EMIRATES

Credits

The Campaign

Kenshin is the president of Yotoya Motors in Japan. He’s concerned that more people are becoming interested in Chevrolets than his cars, so he sends two of his employees, Hiroshi and Osamu, to the middle East to investigate. In a humorous series of missions they send reports back to Kenshin covering the four key areas of Safety; Quality, Reliability & Durability; Low Cost of Ownership and Peace of Mind. This integrated campaign aimed to change how people thought about Chevrolet compared to Japanese auto makers in a fresh and flexible way, ultimately driving prospects to showrooms.

Success of the Campaign

General Motors have a tracker that they use called the Brand Health Monitor, which tracks the health of their key brands in the region.The results coming out of the latest wave of research indicates that all key measures during the period of when the Hiroshi and Osamu campaign launched have increased. The measures of Value for Money, Exciting, Protection/Safety, Trustworthy, and Strong Personality have all shot up in the KSA and UAE markets. When you look at Facebook, there are 27000 fans that constantly interact with Hiroshi and Osamu, evidence that people around the region have a close affinity with these characters. As for the client, they appreciated this campaign so much that each time they gave us a new new brief to work with, they requested that we also create a Hiroshi and Osamu execution to answer the brief. Proof that they believed in the Hiroshi and Osamu campaign.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The Hiroshi and Osamu campaign was launched holistically across numerous ATL, BTL and Digital channels. We launched the campaign on TV (Regional Satellite and Local channels), print media (Saudi Arabia, Bahrain, Qatar, and UAE), online web banners covering regional portals (e.g. TimoutDubai, Timeout Abu Dhabi, MSN Arabia, Facebook, Kooora, Maktoob), social media (Facebook and Twitter), and in BTL (showroom ceiling danglers, cutouts, and leaflets). We also set up an entire website www.hiroshiandosamu.com to host all the messages and an assignment for visitors to fill out; this way we captured their information.

Credits

Name Company Position
Malek Ghorayeb Leo Burnett Regional Executive Creative Director
Stephen Harris Leo Burnett Creative Director
Jean Traboulsi Leo Burnett Regional Account Director
Ameen Jaber Leo Burnett Account Director
Tony O'connor Leo Burnett Copywriter
Sebastian Duncan Leo Burnett Art Director
Sara Anani Leo Burnett/Arc Digital Creative Director
Caroline Seif Leo Burnett Head Of Tv