2010 Winners & Shortlists

Results and Effectiveness

8,988 attendees. Over 80 test drives across 7 carlines. The dealer and various car groups participated with customized, vintage, and race cars to spice up the motor world, along lucrative promotional packages. 1,300 unique data captures were followed by a lead treatment strategy $3,200,000 worth of free media generated. The Urban Car Show was a real testament to enthusiastic GM car owners and a token of appreciation for their loyalty, passion and endorsement. - Source: General Motors

Creative Execution

The challenge constituted of 5 activities: football, basketball, gaming, karting, and paintball. These were the draw cards to attract today’s youth in large numbers to a place where they could relax, chill out and compete with each other. There were also live music and performances, a mobile lounge skate part and graffiti demonstrations. There was also an Urban Car Show, which was was divided into two categories: IN-style (for interior modification) and OUT-fit (for exterior modifications). Participant could enter their GM customized car, thus proudly showcasing how the brand cars could fit into the lifestyle segment of the youth. The Urban Challenge was supported by a 360 degree campaign through TV, radio, online, and print.

Insights, Strategy and the Idea

To inspire an urban experience through creating a GM branded social environment and encouraging youth to interact with various games and GM cars and share with us their opinions and thoughts. Increasing brand awareness and consideration, youth data collection and lead identification in the community is the spine of future honest customer relations with today’s youth. Today’s youth are not devoted to participating in one activity at a time, and have the inclination and capability to multi-task and take part in a range of concurrent activities. To invite the youth to an urban zone where involved brands can communicate their attributes through the different activities that the youth relate to, engage in, and freely self express on an untapped ‘underground’ level. To position Chevrolet cars as a seamless element of the activation, thus blending in with the youth as a holistic experience.