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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
Pre Launch Strategy

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.
Media Plan

Yahoo
Google IT+TOI

Zigwheels Rediff

CartradeIndia IBNLive

Zee
Carwale
News

Gaadi Afaqs
Vdopia Jivox
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
Launch Day Strategy
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
Media Plan

Yahoo
123Greetings Rediff

Google Sify

Zigwheels MSN

CartradeIndia IT+TOI+ET

Carwale
Moneycontrol
Gaadi
IBNLive
Reuters
Creatives
123 Greetings Roadblock
Rediff Expando

MSN Roadblock
Creatives
CarTradeIndia 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
Post Launch Strategy
Objective: To announce and to start the dialogue with TG and manage Business Goals and
Marketing Objectives

Media Strategy and Execution: 19 th 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
Media Plan
LinkedIn
Yahoo / Bing MoneyControl
Search

Google Livemint

Yahoo

WinAmp
CLT20

Zigwheels

Rediff

Gaadi

IT+TOI+ET

Jivox

IBNLive NDTV
Creatives ( Video / Flash)
Parking Creative Dust Creative

Rediff – Form Based Banner ET – 240*400


Creatives (Flash – 2nd Set)
LinkedIn Expando
LiveMint – 300*600

IT Shosh
Innovation: IBNLive (Feature Banner)
Other Tactical Placement
Moneycontrol
Leaderboard

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
CASESTUDI
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