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 and highlight their price.

Describe how the promotion developed from concept to implementation

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’.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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.