2017 Winners & Shortlists

The Campaign

We calculated that the Camaro's newfound speed, control and stopping power, enabled it to go from 0 to 100mph and back to 0 in exactly 313m. Which turned out to be over 100m less than the Mustang and nearly 180m less than the Challenger. We created a live stunt with a goal to set a benchmark for how real performance vehicles should be judged. Not just raw speed, but the perfect combination of brains and brawn.

Creative Execution

We took the Camaro SS to the iconic Skydive Dubai runway. Measured exactly 313m back from the edge, hired an incredible stunt driver, got a world famous Top Gear director to catch it all on film, aimed the Camaro at the watery finish line and stepped on the gas. Before the stunt launched online, we created a socially led teaser campaign to whet people’s appetites. The main video was uploaded on the ChevroletArabia YouTube channel and supported by some innovative digital, print and social elements to create awareness and to tell people that the “Fittest had arrived”.

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

The teaser videos saw over 500K views in the first few days. Our stunt video has been watched over 3.2 Million times since the launch. The social sphere blew up and to date, the stunt has even been aired in Chevrolet Markets across the globe from India to Ecuador and continues to gain support and views to this day. All of this resulted in an average increase of 1,400 new visits each day to the Chevrolet Arabia website, leading to the Camaro being completely sold out! And with the amount of likes and positive comments received on our social channels at unprecedented levels, the Chevrolet brand share across the whole Middle East Region has reached a three year high.

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

This is the story of how one stunt and a guerrilla approach to marketing managed to return the Camaro to its rightful place as the leading muscle car on the road. And how one vehicle can change the way people look at an entire car brand.

Our objective was to launch Camaro as a completely redesigned, iconic muscle car and take back segment lead. Our target audience was 20–30 year old mid to upper class, optimistic, experience seekers who are social and passionate about cars. Since we learned that the all-new Camaro is a leaner and more powerful with innovative technology that out performs competitors, we decided to create a dramatic feature demonstration through a live stunt.