LIKE NEW

TitleLIKE NEW
BrandHICOM-CHEVROLET SDN BHD
Product / ServiceAUTOMOBILE
CategoryA01. Mailings
EntrantARC WORLDWIDE Kuala Lumpur, MALAYSIA
Entrant Company:ARC WORLDWIDE Kuala Lumpur, MALAYSIA
DM/Advertising Agency:LEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA

Credits

Credits

Name Company Position
Tan Kien Eng Leo Burnett/Arc Worldwide Managing Director/Executive Creative Director
Theresa Tsang Leo Burnett/Arc Worldwide Creative Director
Valerie Chen Leo Burnett/Arc Worldwide Creative Director
Koh Siok Yee Leo Burnett/Arc Worldwide Art Director
Theresa Tsang Leo Burnett/Arc Worldwide Art Director
Tan Kien Eng Leo Burnett/Arc Worldwide Art Director
Benjamin Woo Leo Burnett/Arc Worldwide Copywriter
Valerie Chen Leo Burnett/Arc Worldwide Copywriter
Tan Kien Eng Leo Burnett/Arc Worldwide Copywriter
Ong Chee Hin/Liew Kam Yong/Fok Soop Chin Leo Burnett/Arc Worldwide Production
Jason John Sinclair/Jimmy Khaw Leo Burnett/Arc Worldwide Account Management

The Brief

In an effort to boost short-term sales, Chevrolet organised a weekend Tent Sale from 5 September - 7 September 2008. The focus of this event was to sell 24 pre-owned corporate vehicles ranging from the Aveo to the Optra Magnum, Optra Magnum Estate and Captiva. Our task was to reassure drivers that the vehicles were 'second hand' only by name and price as they were in fact, in virtually new condition. The target? Prospects from the Chevy test-drive database.

Creative Execution

The key message was: Pre-owned vehicles selling as good as new. What better way to demonstrate this than with the very plastic that is found wrapped around new car seats? A simple and immediate connection to new cars!

Describe the creative solution to the brief/objective.

To communicate that we were selling virtually new Chevys at second-hand prices, we sent out a unique direct mailer 1 week leading up to the Tent Sale to prospects from Chevy's test-drive database. The direct mailer contained a life-sized plastic seat wrapper identical to the ones found in brand new Chevrolets. The message on the plastic wrapper read, 'Our Chevys are so new, you may find some of this still wrapped around our car seats.'

Results

In just 3 days, we sold all 24 pre-owned vehicles and 10 new vehicles which translated to RM2.25 mil in sales! The average sale per day for previous sales events was at 4 cars. This was an increment of almost 3 times that result! The Tent Sale also garnered 490 new prospects through the test drives and proved that Chevrolet was a force to be reckoned with.