2012 Winners & Shortlists

The Brief

To create hype and drive traffic to the Chevrolet Stand during the five-day event of the Dubai International Motor Show, taking place at Dubai World Trade Centre.

Describe how the promotion developed from concept to implementation

Louis Chevrolet, a racing driver-cum-business man, founded Chevrolet back in 1911. Being Chevrolet’s 100-year anniversary, it was a good opportunity for people to finally meet the man behind the company. A 3D installation stunt was created at the Chevrolet stand where a flat yellow board on the floor would call people to take a ride with Louis Chevrolet. Once they stood there, Louis would welcome them and encourage them to take the wheel and start taking him for a drive. The longer they drove, the more Louis interacted.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over a five-day period, thousands had taken a ride with Louis Chevrolet, connecting people with the brand through participation, who also took a piece of the brand's history away with them as a memory.

Explain why the method of promotion was most relevant to the product or service

Relevant due to the fact it was a Motor Show and thousands of people were actually interacting with Louis' virtual figure throughout the five-day event. Plus it was Chevrolet's 100-year anniversary and what better way to celebrate than to re-introduce Louis Chevrolet himself to the masses. So though it was a celebration of the future with Chevy's new range on display, it was also a chance for people to get in touch with the starting piece of the brand's history.