2012 Winners & Shortlists

Results and Effectiveness

We knew the campaign reached our consumer segment when we received direct requests for challenge videos and saw the ratings received for the segments. Brand metrics shows an increase in awareness of 15% amongst our target audience. While positive opinion of Sonic increased 9% amongst our key target audience.

Creative Execution

Getting noticed was our goal, for Sonic and our potential drivers. Using on-air promos and web banners we challenged consumers to get noticed and sign up for the Sonic Challenge at www.actionha/sonic.com. Those who signed up were rewarded by being unexpectedly taken out of their everyday and driven off in a Sonic to face the unknown challenge awaiting them; it could be mentally challenging such as jumping out of a plane sky-diving or physically challenging such as kite surf. During the ride, we learned about our consumers and they experienced the Sonic. MBCAction captured everything on film and created a branded program entitled Sonic Challenge. The program was listed on the TV schedule for 8 weeks – a stand-alone program, creating stars of our consumers and Sonic. Participants clamored for the content as we posted the episodes to YouTube and Facebook so they could share their experience with friends.

Insights, Strategy and the Idea

Remember when you entered the “real world” and had your first taste of true freedom; responsible only for yourself and continually testing your personal limits? On the other hand it is also the first time when your parents talked to you about fiscal responsibility - a daunting prospect. It is this duel insight that inspired our launch campaign for the Chevrolet Sonic within the competitive small car market. The competition focused on the financial needs of the target, forgetting their emotional needs. Primarily the need feel like they could conquer any challenge. Sonic was a car that pushed the limits in its segment, and we wanted to establish that mindset in our consumer experience with the brand. Sonic was “all in” and so was our approach to television. The Sonic Challenge was born. Do you want to get noticed?