Demonstrating the impressive roar of a Camaro engine is impossible in traditional static print. However, we drew an analogy between the pages of the magazine and the hood of the car; lift up the cover and listen to the 462 HP All-Aluminum 6.2L L99 V8 Camaro engine. Hidden sound chips were inserted inside the Camaro magazine ads with the actual recording of a Camaro engine becoming the first ever sonic insert in a magazine for the region. By employing a high-tech execution we were also able to reinforce the 21st century thrills proposition. We targeted the top automotive and lifestyle magazines.

All 799 available units were booked within 3 Weeks! Chevrolet’s strong personality increased by 24% in just 2 months, the exciting/fun perception soared up by 40%. The Brand equity index increased by 23% and the favourite brand sentiment was up by 54%, recording Chevrolet’s highest peak in our region.

We witnessed a 15% increase in people who would pay more than any other brand, and there was a remarkable 73% increase in the willingness to pay whatever it costs to buy the car! The sound chip idea was such a success that the regions first Formula 1 series in Abu Dhabi used the same concept.

Data Sources: GM Sales Data, GM Brand Health Monitor (Research by Nielsen), Google Analytics.