RIDE WITH LOUIS CHEVROLET
| Brand | GM MIDDLE EAST |
| Product/Service | CHEVROLET STAND |
| Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
| Category | Use of Special Events And Stunt/Live Advertising |
| Entrant Company: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
| Advertising Agency: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Results and Effectiveness
Over five days, thousands of people had taken a ride with Louis, connecting them with the Chevrolet brand, increasing tonality and involving them through participation.
Creative Execution
We created a digital installation at Chevrolet’s stand, where augmented reality would actually let people meet, and even take a ride with Louis.
Insights, Strategy and the Idea
Objective
Create hype around the Chevrolet stand at the 2011 Dubai International Motor Show.
Challenge
Being Chevrolet’s 100-year anniversary, it was a good opportunity for people to get in touch with Chevrolet’s history. Even though a lot of emphasis was on their new range and future models.
Insight
Louis Chevrolet, a racing driver-cum-business man, founded Chevrolet back in 1911. And we thought it'd be nice for people to interact with him.
Credits
| Bechara Mouzannar |
Leo Burnett Dubai |
Chief Creative Officer |
| Peter Bidenko |
Leo Burnett Dubai |
Regional Executive Creative Director |
| Nabil Rashid |
Leo Burnett Dubai |
Creative Director |
| Sunny Deo |
Leo Burnett Dubai |
Senior Copywriter |
| Rafael Augusto |
Leo Burnett Dubai |
Senior Art Director |
| Roy Khattar |
Leo Burnett Dubai |
Regional Communication Director |
| Ralph Raad |
Leo Burnett Dubai |
Communication Director |
| Rhea Harmoush |
Leo Burnett Dubai |
Communication Manager |
| Philip Westphal |
Salt And Pepper |
Managing Director |
| Lars Borgwardt |
Salt And Pepper |
Senior Project Manager |
| Kevin Fernand |
Salt And Pepper |
Production Director |