2015 Winners & Shortlists

Creative Execution

We ran an online competition inviting them to explore the city and document it through ‘selfies.’ All people had to do was: 1. Take a selfie in their favourite part of the city 2. Add #CityonTrax #Dubai or #AbuDhabi 3. Upload to instagram or twitter The top 10 photos (as voted by the public) would be invited to a Trax event day and be in with a chance of winning a holiday worth $10,000. All the selfies taken were automatically posted on a specially created CityonTrax microsite hosted on Timeout Dubai & Abu Dhabi websites.

The digital results demonstrated a great interest in the new nameplate delivering strong results: Drive Awareness of Trax as a new segment entry Over 22M impressions delivered in the UAE Over 3.7M unique users reached across Social Push consideration through Engagement 176K clicks to Trax Microsite 9.5K Unique visits to Trax Microsite 136K actions on Social media Raise interest through site visits, pre-booking and leads Over 500 clicks to Trax register interest form 780 clicks to Chevyarabia site 113 total leads driven to date (Request a Quote, Request a Test Drive)

As a first timer in this segment the Chevrolet Trax faced fierce competition from similar vehicles (Nissan Juke, Mitsubishi ASX, Daihatsu Terios & Suzuki SX4). Our business objective was to steal market share from the competitors and sell 750 units by the end of the year. The new nameplate was also designed as a ‘change agent’ to switch current Chevy brand perception as a large truck brand to a brand that excels in the small/medium SUV segment. Our target consumer, the typical young urbanite, is an adrenalin junkie and craves new experiences in real and virtual worlds. 74% of our target audience are digital authors who create online content themselves. These insights informed our strategy to use the power of social media to make the Trax seen and heard as the perfect partner for city living.