2012 Winners & Shortlists

The Brief

As part of the launch campaign for the Chevrolet Sonic, Sonic branded vending machines were used as the main point of sale for the Sonic in mall activations across the region.

Describe how the promotion developed from concept to implementation

We had the concept of introducing the car, not as a car, but as a brand new energy drink. And we took the concept further by building vending machines that were used to hold the cans of Sonic at activations on launch day. Inside these cans was all the information they'd need about the car. Leaflets explained features and people could also download the sonicarabia mobile app.

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

18,000 visits on Sonic section of Chevrolet Arabia Facebook likes of Chevrolet page doubled during campaign period to 45,000 Over 1000 Sonic images submitted to Facebook gallery Over 2500 apps downloaded

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

Using the vending machines was relevant to the car because 'energy' was the link. Our target consumed a large amount of energy drinks and Sonic had the character with a nippy 115 hp engine and all the latest technology on board.