WELCOME TO THE OTHER SIDE
Brand | CHEVROLET |
Product/Service | CHEVROLET SILVERADO |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Use of Broadcast: TV, Cinema, Radio |
Entrant Company: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Advertising Agency: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Media Placement: | STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES |
Results and Effectiveness
The Silverado campaign significantly raised awareness levels with footfall in Chevrolet showrooms increasing dramatically. Silverado registered 19% sales above forecast, and total growth was 73% versus the same period last year.
Creative Execution
IDEA
To showcase the Silverado’s all-terrain capabilities, a spot was developed that was also agile in nature. A creative use of media allowed the same TVC to be played as is…and flipped completely upside down. One side of the commercial displayed a city cruise while the other focused on an off-roading beach adventure. Even though the edit was the exact same, turning the spot on its head created a completely fresh impression of the commercial.
Insights, Strategy and the Idea
BACKGROUND
The 2012 Silverado is a force to be reckoned with. A powerful 5.3L engine and 355 HP of brute force helps it command any landscape. In the region however, the Silverado is used less as a workhorse and more as a masculine lifestyle statement. The objective was to showcase the Silverado as the ultimate full-size pick up truck, whether on the road…or off.
Credits
Bechara Mouzannar |
Leo Burnett |
Cco Lb Mena |
Peter Bidenko |
Leo Burnett |
Regional Executive Creative Director |
Nabil Rashid |
Leo Burnett |
Creative Director |
Alaa Abu Saada |
Leo Burnett |
Senior Art Director |
Roy Khattar |
Leo Burnett |
Regional Communication Director |
Dimitri Papadimitriou |
Leo Burnett |
Communication Director |
Cecilia Accad/Celine Zabad |
Leo Burnett |
Communication Manager/Communication Executive |
Sylvia Trinidade |
Leo Burnett |
Art Buyer |
Rayane Smayra |
Leo Burnett |
Senior Tv Producer |
Jaime Pabon |
Leo Burnett |
Strategic Planning Director |
Chris Booth |
Leo Burnett |
Copywriter |