chevrolet cruze case study
TRANSCRIPT
![Page 1: Chevrolet Cruze Case study](https://reader034.vdocument.in/reader034/viewer/2022050815/546b1844b4af9f612c8b4a26/html5/thumbnails/1.jpg)
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
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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
![Page 17: Chevrolet Cruze Case study](https://reader034.vdocument.in/reader034/viewer/2022050815/546b1844b4af9f612c8b4a26/html5/thumbnails/17.jpg)
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
![Page 24: Chevrolet Cruze Case study](https://reader034.vdocument.in/reader034/viewer/2022050815/546b1844b4af9f612c8b4a26/html5/thumbnails/24.jpg)
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
123Greetings
![Page 26: Chevrolet Cruze Case study](https://reader034.vdocument.in/reader034/viewer/2022050815/546b1844b4af9f612c8b4a26/html5/thumbnails/26.jpg)
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
![Page 31: Chevrolet Cruze Case study](https://reader034.vdocument.in/reader034/viewer/2022050815/546b1844b4af9f612c8b4a26/html5/thumbnails/31.jpg)
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
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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