2012 Winners & Shortlists

The Brief

To launch Chevrolet Sonic in the Middle East to first-time male buyers, we introduced the car as a brand new energy drink, only to discover it’s a car in the reveal phase. The idea was inspired by the insight that energy drinks are the most consumer beverage amongst our target.

Creative Execution

Since Sonic has a nippy 115hp engine and many modern features on board, we used the metaphor of the energy drink as it gives that 'kick' people are looking. The brief also specified that this car has 'the energy to take your mind anywhere it wants to go'. And, as mentioned, this was supported by the fact that energy drinks are the most consumer beverage amongst our target. So this was chance to do something... refreshing.

Describe the creative solution to the brief/objective.

The hero of the integrated campaign was the Sonic Vending Machine. For the first time, these were being used to sell a car. Execution 12 vending machines were especially built and used in mall activations across Saudi Arabia, Lebanon & the UAE - becoming the main point of sale for the car. Once people press the button they collect their can of Sonic energy. The can was then the communication tool for people to find out more about the car and download the sonicarabia mobile app, where they could explore the car in 360, locate their nearest dealer and book a test-drive.

Results

RESULTS 12 vending machines were created and distributed across GCC region. 60,000 cans were produced. 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. SALES Total ad value generated was over half a million dollars. ($544,705) All from using a vending machine to sell a car.