2011 Winners & Shortlists

Results and Effectiveness

Malibu & Cruze experienced 21% growth in awareness; +5% more than the average WC sponsor and 4% sales increase vs. year ago. Fans sent 30million SMS shouting about their favourite team. With an average of 3 SMS per person, the campaign interacted with over 65% of guys in Saudi! At a cost of 5 Riyals per SMS the Chevrolet car giveaway earned $12million of free air time across MBC networks – the number one Pan Arab TV network. 2,142 consumers experienced Chevrolet through test drives, 3.8x more than average. Team Chevrolet put fans behind the wheel - driving football passion.

Creative Execution

For two weeks of the Wold Cup, Team Chevrolet infiltrated the most popular Shisha cafes across the Kingdom. Driving up in new model vehicles, fully loaded with team paraphernalia and a football free-stylist ready to take on fan challenges. The impromptu events extended the party atmosphere on match evenings, bringing an interactive element to watching the games. Team Chevrolet offered test drives with friends while fans were waiting for the games to start. To drive excitement and participation, Chevrolet gave fans a chance to win one of 30 cars by SMSing the name of their favourite team to the Team Chevrolet short code. Promotions for the car giveaway continued in mall during non-game days and on TV for the entire month.

Insights, Strategy and the Idea

Hyundai owned the World Cup – well who wouldn’t, with a reported $69million investment behind exclusive TV broadcast rights in Saudi Arabia. However we know that the real game in Saudi isn’t on TV, it’s off the field. Football is played by 22 men on 1 field, but the real game is in the streets amongst the millions of fans. In Saudi Arabia this means the local shisha café – a place to talk, smoke and cheer on your team surrounded by friends. Our strategy was to make Team Chevrolet the heart and soul of Saudi Arabia’s World Cup festivities.