While any channel could communicate model name/price, we wanted to go beyond information delivery and actively engage the audience. The driving thought was to make you think about your lifestyle, and how Chevrolet could enhance it. So, we created a game in which the object wasn’t just to “win a car”, but the Chevrolet that’s most right for you - using choice to inspire a closer look at our range. For impact, we then expanded the grand prize to include three chosen Chevrolets. This led to the concept of creating a “Dream Garage”, which became our campaign theme and visual identity.

Primary effects for participating markets: Up to 20% (Turkey) increase in Unaided Brand Awareness between 2nd quarter 2006 and 2nd quarter 2007 measurements for the participating markets.

More than double of the online brochure requests and test drive requests.Secondary effects for the participating markets:Increase in brochure request by 592% Increase in test drive request by 226%2.5% response rate for the offline game doubling the industry norm.2.7 billion impressions and 3.3 million clicks (2.3 million unique visits) for the on-line game overachieving the initial targets.