Chevrolet Cruze
Campaign Phases
• Phase 1 : Teaser ( 5th Oct – 11th Oct )
• Phase 2 : Launch
(13th Oct - 17th Oct)
• Phase 3: Post Launch
( 19th Oct – 20th Nov )
Innovations
Talking Banner - Roadblock on MC
On clicking the start button of the right hand side
banner, the CAR start running at top banner and
vice - versa
IBN Live ( Talking Banner)
Livemint Marketinfo Sponsorship
Reuters Autoshow Sponsorship
False Home Page on ZeeNews
IBNLive (Feature Banner)
Winamp Player / Winamp Featured Skin
Downloads: 102,000
Pre Launch Phase
Objective: Give the Chevrolet image a shot in the arm prior to the Cruze launch
Something new and exciting is happening at Chevrolet in India.
Media Strategy and Execution: 5th – 11th Oct 09
• Media was planned and bought to get maximum reach in digital space with in
stipulated time frame of 1 week
• Generate Awareness and Create Buzz and Excitement with in Target Market and
Target Audience
• Had a healthy mix of Horizontal, Verticals (News and Auto) and Video network with all
Dominated Properties.
Pre Launch Strategy
Media Plan
YahooIT+TOI
Rediff
IBNLive
Zee News
Afaqs
JivoxVdopia
Gaadi
Carwale
CartradeIndia
Zigwheels
Creatives ( Video / Flash)
Parking Creative Tunnel Creative Sand Creative
Rediff Expando Yahoo Monster
Chevrolet Teaser Microsite
Cruze Teaser Landing Page
Important Campaign Properties
Yahoo Video / Rediff Expando
TOI Pre Roll (Video) / IT Pre Roll (Video)
Jivox ( Interactive Banner)
Gaadi -Video Banners / Carwale LREC
Google Search
Launch Phase
Objective: To announce the New Chevrolet Cruze Launch from Chevrolet India
Media Strategy and Execution: 13th – 17th Oct 09
• Media was planned and bought to get maximum blast and reach to announce the Launch.
Generate Awareness and Excitement to TG
• Had a healthy mix of Horizontal, Verticals (Finance, News and Auto) with all Dominated Properties
to Capture interest and attention.
• All media deals were done with very special rates
• Had booked the Homepages of all big horizontals with Big ticket size properties like Floater/OTP
• Done a complete Road Block for Rediff Audience on 13th and continued till 14th Oct
• Booked MC home page to announce launch
• 123 Greetings – Homepage road block for 4 days during Diwali
• Indiatimes / ET and ToI – 1st time ever all properties booked to get max impact and reach
• False home page at Zee news
Launch Day Strategy
Media Plan
YahooRediff
Sify
MSN
IT+TOI+ET
Moneycontrol
IBNLiveReuters
Gaadi
Carwale
CartradeIndia
Zigwheels
123Greetings
Creatives123 Greetings Roadblock
MSN Roadblock
Rediff Expando
CreativesCarTradeIndia Roadblcok
Sify Page Tear
Innovation: Moneycontrol Roadblock
Chevrolet Launch Site
Cruze Launch Site
Important Properties
Yahoo Home Page Roadblock
Rediff Expando / Moneycontrol Matrix
MSN Roadblock / Zee News False HP
IT/ TOI / ET Shoshkele
Carwale Roadblock / Gaadi Roadblock
CLT20.com - North
Post Launch Phase
Objective: To announce and to start the dialogue with TG and manage Business Goals and
Marketing Objectives
Media Strategy and Execution: 19th Oct – 20th Nov 09
• Media was planned and bought to get maximum engagement so that demand (leads)
can be generated.
• Had a challenge to keep a high reach within the TG with effective and targeted
properties. Therefore an mix of Finance, News, Auto, Video sites bought for maximum
Involvement and Interaction
• All media deals were done for Intercept, Influence and Continuity Properties with very special
rates and have had taken many value adds
• Max deals were on fixed days basis on Live mint and IBN Live, taken 4 lacs extra
impressiin on NDTV. Bought a high impact property on Champions Leagues official site.
Targeting to all Sr. Mgmt at Linkedin
• Innovations Done:
• Winamp Skin
• Talking Banner
• Expando Banner on IBN Live with highlighting the features (Brand Reported done a
coverage)
• Form based Banners on Rediff Logout
Post Launch Strategy
Media PlanLinkedIn
MoneyControl
Livemint
Yahoo
CLT20
Rediff
IT+TOI+ET
NDTVIBNLive
Jivox
Gaadi
Zigwheels
WinAmp
Yahoo / Bing Search
Creatives ( Video / Flash)Parking Creative Dust Creative
Rediff – Form Based Banner ET – 240*400
Creatives (Flash – 2nd Set)
IT Shosh
LiveMint – 300*600LinkedIn Expando
Innovation: IBNLive (Feature Banner)
Other Tactical Placement
MoneycontrolLeaderboard
LiveMint LREC on all stories pages
NDTV Mast Head Expando
Rediff Logout – Form Based Banner
LinkedIn Expando –
Targeted to CTO’s
CXO’s and top mgmt
Livemint Site
Capture on
Stock Market
Information
Winamp Player / Winamp Featured Skin
Video Banner through - Jivox Network
Thanks
CASE STUDIES
Disclaimer: This case study is for informational purpose only and for any details contact:[email protected]