Transcript
Page 1: Chevrolet Cruze Case study

Chevrolet Cruze

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Campaign Phases

• Phase 1 : Teaser ( 5th Oct – 11th Oct )

• Phase 2 : Launch

(13th Oct - 17th Oct)

• Phase 3: Post Launch

( 19th Oct – 20th Nov )

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Innovations

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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

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IBN Live ( Talking Banner)

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Livemint Marketinfo Sponsorship

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Reuters Autoshow Sponsorship

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False Home Page on ZeeNews

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IBNLive (Feature Banner)

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Winamp Player / Winamp Featured Skin

Downloads: 102,000

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Pre Launch Phase

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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

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Media Plan

YahooIT+TOI

Rediff

IBNLive

Zee News

Afaqs

JivoxVdopia

Gaadi

Carwale

CartradeIndia

Zigwheels

Google

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Creatives ( Video / Flash)

Parking Creative Tunnel Creative Sand Creative

Rediff Expando Yahoo Monster

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Chevrolet Teaser Microsite

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Cruze Teaser Landing Page

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Important Campaign Properties

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Yahoo Video / Rediff Expando

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TOI Pre Roll (Video) / IT Pre Roll (Video)

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Jivox ( Interactive Banner)

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Gaadi -Video Banners / Carwale LREC

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Google Search

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Launch Phase

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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

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Media Plan

YahooRediff

Sify

MSN

IT+TOI+ET

Moneycontrol

IBNLiveReuters

Gaadi

Carwale

CartradeIndia

Zigwheels

Google

123Greetings

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Creatives123 Greetings Roadblock

MSN Roadblock

Rediff Expando

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CreativesCarTradeIndia Roadblcok

Sify Page Tear

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Innovation: Moneycontrol Roadblock

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Chevrolet Launch Site

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Cruze Launch Site

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Important Properties

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Yahoo Home Page Roadblock

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Rediff Expando / Moneycontrol Matrix

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MSN Roadblock / Zee News False HP

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IT/ TOI / ET Shoshkele

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Carwale Roadblock / Gaadi Roadblock

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CLT20.com - North

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Post Launch Phase

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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

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Media PlanLinkedIn

MoneyControl

Livemint

Yahoo

CLT20

Rediff

IT+TOI+ET

NDTVIBNLive

Jivox

Gaadi

Zigwheels

WinAmp

Google

Yahoo / Bing Search

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Creatives ( Video / Flash)Parking Creative Dust Creative

Rediff – Form Based Banner ET – 240*400

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Creatives (Flash – 2nd Set)

IT Shosh

LiveMint – 300*600LinkedIn Expando

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Innovation: IBNLive (Feature Banner)

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Other Tactical Placement

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MoneycontrolLeaderboard

LiveMint LREC on all stories pages

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NDTV Mast Head Expando

Rediff Logout – Form Based Banner

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LinkedIn Expando –

Targeted to CTO’s

CXO’s and top mgmt

Livemint Site

Capture on

Stock Market

Information

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Winamp Player / Winamp Featured Skin

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Video Banner through - Jivox Network

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Thanks

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CASE STUDIES

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