2010 Winners & Shortlists

Creative Execution

By using Augmented Reality, we were able to turn magazines into 3D displays. All users had to do was position the Camaro ad in front of their digital camera and the Quick Response (QR) code on the back of the magazines would trigger the reveal of the Camaro inside their screens. They could then move the magazine around in different angles, and the 3D image of the car would rotate in exactly the same way. It would appear that they were actually holding a 3D Camaro in their hands. Not only was this a first for the region, but it perfectly reflected Camaro’s ‘21st Century thrills’ platform To reduce wastage, technology, youth and lifestyle magazines were targeted, in order to reach the people with a high likelihood of owning a webcam.

Insights, Strategy and the Idea

When the Chevrolet Camaro first hit the streets over 40 years ago it was the ultimate pony car. The new, more refined, 2010 model was launched using a platform of ‘21st Century Thrills’. Therefore it needed to be repositioned, while still treating the Camaro as an inspirational “Halo brand” that illuminated the entire Chevrolet range. Our target audience was predominantly young males, who were either expressive enthusiasts or very image conscious. The first group are car enthusiasts and passionate drivers who crave excitement, while the second group are trend-setters that want to standout. A traditional digital campaign was not going to create the excitement that the new Camaro demanded. If we wanted to get our audience to interact with the car, we had to become part of their virtual world.