2012 Winners & Shortlists

The Campaign

Chevrolet Sonic was launching in the Middle East. Our target audience was first-time lame buyers, and energy drinks are the most consumer beverage amongst them. We introduced the car as a brand new energy drink only to show the vehicle in the reveal phase. Vending machines were used to capture people's attention and get their can of Sonic. The can was used as a communication tool for people to discover more about the car and to download the Sonicarabia mobile app.

Success of the Campaign

RESULTS – 18,000 visits on the Sonic section of Chevrolet Arabia – Facebook likes of Chevy page doubled to 45,000 during campaign period – Over 1000 Sonic images submitted to Facebook gallery – Over 2500 apps downloaded with an average usage time of 1.9 minutes. –Total ad value generated was over half a million dollars. ($544,705)

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We started with a teaser TVC launching the Sonic energy drink supported by on ground ambient activations and vending machines in malls, shish cafes and colleges giving a time when people will be able to taste the energy. On launch day, the reveal TVC showed the car. Mall activations saw people interacting with the vending machines and collecting their Sonic cans. Inside the cans, leaflets highlighting the car's features allowed people to download the Sonicarabia mobile app. The app was also available for download on Facebook. Online banners directed people to Sonic section of Chevrolet Arabia. College activations also occurred where students enjoyed an instant test-drive when pressing the button on the vending machine.