2018 Winners & Shortlists

BATTERY BUSTER

Bronze

Case Film

Presentation Image

Client/BrandCHEVROLET
Product/ServiceBOLT EV
EntrantCOMMONWEALTH//McCANN Dubai, UNITED ARAB EMIRATES
Type of EntryChannels
CategoryUse of Mobile
Idea Creation COMMONWEALTH//McCANN Dubai, UNITED ARAB EMIRATES
Media Placement CARAT Dubai, UNITED ARAB EMIRATES

The Campaign

To help people understand how range works with electric vehicle batteries, we choose to make it as relatable as possible - by tapping into the one battery-powered device we're always paying attention to: our phones. We wrote a unique line of code that allows a web banner to read your Android phone's battery percentage. When our banner appears, it will tell you how much battery your phone has left and then will tell you have far that battery percentage will drive you in the Bolt EV.

Creative Execution

Our resident programming geniuses figured out a way to write coding into a web banner that reads your phone's batter percentage. From there, we created a simple conversion table. We knew that a full charge (100%) in the Bolt EV would drive 520km, so 99% would be 515km, and so on. We corresponded each battery percentage to the distance you can drive. Some clever hacking, a little basic math, and one effective web banner.

Honestly, we thought this was a smart and creative idea, but we had no idea how effective it would end up being. Regular visitors to the Bolt EV webpage was averaging 50 per day for the week prior to the launch of our banner. In the first 24 hours of the banner going live, traffic increased 15X to 750 total visits. Click-through-rate was 2.38, roughly 5X above average.

By devising a way for a mobile banner to do more than just display an image or video, we've reimagined what the media is capable of. We wrote a code that allowed mobile banners to read your phone's battery and we translated your batter percentage to help make sense of the battery range of Chevrolet's new electric vehicle, the Bolt EV.

Insights, Strategy and the Idea

Selecting the researched markets of UAE, Lebanon & Jordan. These Local Arab and Expat Arab audience are aspirational "early adopters". They are 20-35 young and have an understanding of high-tech, but want to learn more - be on the front-foot of innovation. By focusing on a reach and frequency campaign, we targeted mass audience across Social and mobile platforms to spark interest and excitement for Chevrolet's new EV offering. Awareness driven campaign to gain leads.

Credits

Name Company Position
Andrej Arsenijevic Commonwealth//McCann Dubai Creative Director
Andrew Siebert Commonwealth//McCann Dubai Associate Creative Director
Vladimir Karmelic Commonwealth//Dubai Head of Project Management
Tamer Elsawy Commonwealth//Dubai Associate Creative Director
Jody Leon Commonwealth//Dubai Digital Director
Vinod Kumar Commonwealth//Dubai Digital Producer
Mihailo Rsumovic Commonwealth//Dubai Creative Technologist
Stuart Randall Commonwealth//Dubai Regional Account Director
Bhavana Gowda Carat Dubai Associate Media Director
Jad Noujeim Carat Dubai Media Director
Matt Canzano Commonwealth//McCann Detroit Deputy, Global CCO
Greg Braun Commonwealth//McCann Detroit Deputy, Global CCO
Ash Farr Commonwealth//McCann Detroit EVP/Global Head of Strategy
Carson D'Silva Commonwealth//McCann Dubai Senior Account Executive
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