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

Google

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

Google

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

Google

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:naveena@quasar.co.in