2011 Winners & Shortlists

The Brief

After a difficult period for car manufacturers worldwide, Chevrolet was running a price reduction promotion on a fleet of their vehicles. The brief was to communicate three cars & highlight their price.

Creative Execution

At the end of every year, all major car manufacturers and dealerships flood the market with price-reductions. This communication is tactical, purely dictated by price, and no single communication is able to rise above the clutter. By transforming an otherwise tactical message into a more engaging one, we were able to stand out from the crowd by using a medium in a truly break-through fashion.

Describe the creative solution to the brief/objective.

Our solution was to demonstrate how far Chevrolet was willing to go to bring the lowest prices to its consumers. To do this a Chevrolet salesman actually hand-drew a billboard throughout a whole day. The billboard read the message ‘We saved money by hand-drawing this ad, so you pay less for the car’.

Results

In under one week, the message spread from hundreds of people in the streets, to thousands on the web: - More than 100,000 online views. - More than 8,000 tweets. - More than 5,000 Facebook feeds - More than 6,000 blog posts in leading automotive and design blogs. - Free media coverage in magazine and newspapers. By the end of the promotion, Chevrolet recorded over 48% boost in sales compared to the previous year.