RIDE WITH LOUIS CHEVROLET
Brand | GM MIDDLE EAST |
Product/Service | CHEVROLET STAND |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Event & Field Marketing |
Entrant Company: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Sales Promotion/Advertising Agency: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
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.
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 Fernandes |
Salt And Pepper |
Production Director |