2011 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

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’. 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.

Insights, Strategy and the Idea

At the end of every year, all major car manufacturers and dealerships flood the market with price-reductions. The communication is tactical, purely dictated by price, and no single communication is able to rise above the clutter. 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. We wanted to create communication that would truly engage people, and raise the brand above the rest of the end-of-year- vehicle promotions.