Instead of selling the university students cars, we told them a story. We created the first ever manga comic series in Saudi Arabia. The stories were centered around H&O experiencing Saudi Arabia for the first time. The manga comics were published across all the key university magazines featuring the adventures of H&O in the Middle East. Cruze was revealed within the comic, and the features were showcased within the context. We also invited the students to be part of the comic. By becoming fans of H&O on Facebook, they had the chance to star in the manga comics themselves.

As part of the overall H&O campaign, Cruze sales to youth in Saudi Arabia touched an incredible 28% and overall sales exceeded forecast by 9% during the period. Chevrolet’s Brand Health Monitor figures for the attribute exciting / fun loving increased by 12 points among youth. The comic was published in university magazines, which were distributed in Saudi Arabia’s largest universities and reached 215,000 university students. Negotiated a special deal with the publisher of the magazines to provide space for our manga comic for free as we were providing much needed engaging content for their magazines.