CASE STUDY: Chevrolet generates sales leads creatively online

Background

Chevrolet has positioned itself in the middle of the automotive segment in Thailand, highlighting American style and heritage as well as solid durability as its brand claims. Its competitors are top-selling Japanese brands Toyota and Honda.

Chevrolet's AVEO model, which operates in the small/ eco car segment, competes against Nissan and Mazda who have all been aggressively utilising digital and online communication with a growing emphasis on social media for engagement and lead generation.

Aim

Chevrolet Sales Thailand wanted to engage young working people nationwide iand encourage them to test drive the new AVEO 1600cc by communicating 'fun driving' to reflect the new engine's increased power. Chevrolet wanted to be the leader in the digital arena by using creative technology for lead generation.

Execution

The resulting campaign centered on the AVEO 1600cc micro site where users could play a game featuring a customisable test drive course. The main feature of the campaign was an interactive billboard allowing users to call in and 'drive' the cars in the billboard game. Chevrolet Sales took this billboard all over the country with its road show to share test driving with event attendees.

The campaign was also supported by other media including interactive web banners with messages that melded power with lifestyle, a viral video clip, e-newsletters, social media and search marketing.

Results

69,030 interactive games were played via the interactive billboard, which lead to the collection of 42,400 phone numbers, 33 per cent of which turned into sales leads. The campaign was able to utilise a combination of creative ideas and innovative technology to successfully position AVEO as a young and fun brand while also generating leads nationwide.

Credits

Client Chevrolet Sales Thailand
Brand Chevrolet Aveo
Campaign name Aveo Test Drive
Agency MRM Worldwide
ECD Saharath Sawadatikom
Copywriter Prayer Trairatvorakul
Senior art director Keatnapin Sobhinnon
Producer Sukontha Jantawong
Account director Thitirat Tantirittisak
Duration February - April 2010