2016 Winners & Shortlists

FIND THE SILVERADO

BrandCHEVROLET
Product/ServiceTRUCKS
EntrantCARAT Dubai, UNITED ARAB EMIRATES
CategoryLive Experience
Contributing Company TOX EVENTS Dubai, UNITED ARAB EMIRATES
Media Agency CARAT Dubai, UNITED ARAB EMIRATES
Entrant Company CARAT Dubai, UNITED ARAB EMIRATES

The Campaign

The Challenge Silverado, though with a strong heritage in the market – had to convince Convincing of the added value and benefits of the new Silverado while facing stiff competition. Objectives Increase loyalty, affinity and consideration for Chevrolet’s range of trucks Insight We knew the loyalty owners have towards their choice of truck is very high. The only way to influence them to change or upgrade their rides is by demonstrating the superior performance. Strategy Launch a series of desert adventures to ‘Find the Silverado – an adventurous, fun-filled competitive activation across the deserts of the GCC to engage the passionate off-roaders to actively take interest in the new and improved Silverado. Execution Step 1: we created a media driven buzz around ‘#Find the Silverado’ competition across social media and radio – the two most used touch points for our target audience who spend a lot of times in their cars and even more online. Email shots & SMS were delivered to the inboxes of the Silverado owners club and the activation was promoted across digital. Step 2: Activate 6 locations - Abu Dhabi, Dubai, Sharjah, Riyadh, Jeddah, Qatar over 3 week in the playground of the Middle East – the open desert Off road junkies were given a set of GPS co-ordinates and instructed to set off across the expanse of dunes to ‘Find The Silverado’. Once they had overcome the obstacles and found the truck they could on the spot compare and evaluate the features with their own vehicles – and take home off road and camping prizes! All participants also filled out a coupon to test drive the car, and entered to a draw to win the main prize of a Manchester united trip to the UK! Social media drove interest to a wider audience with tweets, posts and shares.

Business KPIs: Achieved 11% more sales vs. March 2014 as against the target of 8% 800 leads generated Behavioral KPIs: 482 people participated in the #FindTheSilverado activation Perceptual/Attitudinal: The subject became a trending topic in Facebook generating more than 437 K actions including mentions, likes, shares and comments on social networks. 3Million unique visitors to the Chevrolet Arabia website during and post campaign 26% increase in website traffic to Silverado Truck Month page and 19% more unique visitors to the site Both generic and teaser videos generated almost 2 Million views across major video platforms in the region.

Credits

Name Company Role
Jad Noujeim Carat Media Director
Amina Abouzeid Carat BE Manager
Palak Mody Carat Account Manager
Akram Abi SAab Carat Media Manager
Tarek El Awji Tox Events Managing Partner
Yazan Al Taher Tox Events Managing Partner
Mehran Dawood Tox Events Project Director