2010 Winners & Shortlists

REV IT OUT LOUD

Silver
The Flash Media Player is required to view this content.
Client/BrandGM - CHEVROLET
Product/ServiceCHEVROLET CAMARO
EntrantSTARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
Type of EntryMedia: Use of Media
CategoryBest Use of Magazines/Newspapers
Entrant Company:STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
Media Agency:STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES

Credits

Creative Execution

Demonstrating the impressive roar of a Camaro engine is impossible in traditionally static print. However, we drew an analogy between the pages of the magazine and the hood of the car; lift up the cover and listen to the 462 HP All-Aluminum 6.2L L99 V8 Camaro engine. Hidden sound chips were inserted inside the Camaro magazine ads with the actual recording of a Camaro engine becoming the first ever sonic insert in a magazine for the region. By employing a high-tech execution we were also able to reinforce the 21st century thrills proposition. We targeted the top automotive and lifestyle magazines.

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 predominately 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. It’s habitual for local Arabs to gather in public areas, pop the hoods of their cars and compare their engine’s revving sounds. The louder your car’s roar, the more macho your image.

Credits

Name Company Position
Manikandan Hari Starcom Mediavest Group Media Director
Vinod Kumar Starcom Mediavest Group Media Manager
Rommel Guiang Starcom Mediavest Group Media Supervisor
Mazen Haddad Starcom Mediavest Group Media Supervisor
Maria Fernandes Starcom Mediavest Group Media Executive
Allan Guevara Starcom Mediavest Group Administration
Richard Viray Starcom Mediavest Group Administration
Mark Hamilton Starcom Mediavest Group Planning Director MENA
Tony O'Connor Leo Burnett Copywriter Director