2015 Winners & Shortlists

Results and Effectiveness

The digital results demonstrated a great interest in the new nameplate delivering strong results: Over 22M impressions delivered in the UAE 176K clicks to Trax Microsite 9.5K Unique visits to Trax Microsite 136K actions on Social media 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) The experiential event meant that the participants and all of their followers got to experience the car in person and spread a positive message about Chevrolet’s new SUV.

Creative Execution

We ran an online competition inviting people to explore the city and document it through ‘selfies.’ Once members of the public had submitted their selfies from around the city using the hashtag #cityontrax, it was time for our experiential event. The on ground phase of the launch was about awareness, product interaction and a platform to generate original content and build a catalog of creative assets which could be used commercially through-out the rest of 2014. The top 4 boys and top 4 girls’ voted photos were invited to participate in our on ground activation. The competition led the participants around the city in a Trax car to race against each other in a series of challenges and experience the car first hand, tweeting and posting as they went. 2 teams, 2 cars, but only 1 winner.

Insights, Strategy and the Idea

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. These insights informed our strategy to use the power of social media followed by an on ground experiential activation to make the Trax seen and heard as the perfect partner for city living.