2010 Winners & Shortlists

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.