2013 Winners & Shortlists

Brief Explanation

Chevrolet is perceived as an older brand with strong heritage in big cars and large trucks. Accordingly, its new small-size car “Sonic” was facing issues to appeal to young customers who wanted to purchase their first car. Sonic launch also happened in a period when the Arab society was experiencing socio-political change. Their desire for change also coupled with respect for their heritage. Its a generation wedged between a deep connection with traditions and desire for modernization. For Sonic launch, Chevrolet sponsored the popular music talent show “Arab Idol”. We gave the show’s audience the opportunity to vote for their favorite Arab classic song and remix its music to a modern track! We developed an online “Sonic” mixing tool where the elements of the original classic song where placed and user could use it to remix the song into their own version. We then developed the audience-remixed most popular version into a new contemporary music video that became a hit in the region. The 3-minute music video featured the “Sonic” car taking the now-famous Arab Idol finalists on a journey in the Sonic car. This song became number 1 in 2 regional chart shows and had over 2.4m youtube views.