chevrolet
Buy an icon, win a legend
AWARD WINNING
summary
Chevrolet, a celebrated American automotive brand, embarked on a unique venture to honor its 100th anniversary. The brand introduced a limited edition series of 100 custom-built 2018 Silverado trucks exclusively for its loyal fans in the UAE. The campaign, titled “Buy an icon, win a legend,” not only celebrated Chevrolet’s rich history but also engaged its audience through a captivating content series.
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Despite being an iconic automotive brand, Chevrolet sought to strengthen its connection with the local market in the UAE. The centennial celebration presented an opportunity to engage and reward loyal customers with a limited edition release of the 2018 Silverado.
objectives
- Commemorate Chevrolet’s 100th anniversary memorably and engagingly.
- Strengthen brand loyalty among Chevrolet enthusiasts in the UAE.
- Showcase the Silverado’s iconic status and customization possibilities.
challenges
The challenge was to create a campaign that not only celebrated Chevrolet’s legacy but also generated excitement and engagement among the UAE audience. Additionally, the brand aimed to stand out in a competitive automotive market.
integrated strategy
We devised a multifaceted strategy centered around a branded content series. The campaign unfolded in three stages:
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Restoration Journey: Renowned personalities Hamoody Bambi and Bear Garcia restored a classic Chevy Truck, showcasing the brand’s commitment to craftsmanship and heritage.
- Limited Edition Transformation: Chevrolet transformed 100 units of the 2018 Silverado into unique Limited Edition trucks, each with distinct accessories and detailing.
- Win a Classic: Buyers of the Limited Edition 1-in-100 Silverado were entered into a draw for a chance to win the custom classic masterpiece.
branded content
The branded content series showcased the restoration journey, limited edition transformation, and the chance to win a classic Silverado. The captivating narrative and visual storytelling resonated with the audience, emphasizing Chevrolet’s commitment to quality and innovation.
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The campaign exceeded expectations, generating significant engagement and reach:
- YouTube Views: 2,848,094
- DMS Impressions: 720,457
- Clicks: 7,333
- Completed Views on DMS: 390,699
