| Title | BRINGING OUT THE BEST OF COLORADO |
| Brand | CHEVROLET THAILAND |
| Product / Service | COLORADO PICK UP TRUCK |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | STARCOM MEDIAVEST GROUP Bangkok, THAILAND |
| Entrant Company: | STARCOM MEDIAVEST GROUP Bangkok, THAILAND |
| Media Agency: | STARCOM MEDIAVEST GROUP Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Rangsan Rattananit | Starcom Thailand | Executive Director Xpanse |
| Suchart Suttipattanasombon | Starcom Thailand | Planing Director |
We had a big ask from the client - to increase Colorado’s market share by 67% from the current 2.7% to 4.5%. Our “Bring out the Best” campaign shattered this target. We helped to grow Chevrolet Colorado’s market share by 237% to 6.4%. We raised Awareness from 18% to 35%. More importantly, the song caught on we helped Chevrolet connect with rural Thailand. Not only were they able to now pronounce “Colorado,” they were singing its praises.
We partnered Nok Noi, the most popular Thai country band and composed a song - “Bring out the Best.” The lyrics of the song centered on Chevrolet’s brand proposition. It was melodious and infectious, to appeal to rural audiences. It was designed to teach Thai rural folk to learn and remember the Colorado, correctly pronounce the name, and to drive awareness and recall. “Bring out the Best” was performed by Nok Noi on a massive nationwide tour of over 200 concerts. Over a million Thais attended the concerts, making our song one of the most talked about trends in Thailand. “Bring out the best” received airplay in over one hundred radio stations targeting rural Thailand (at no cost) and became the most popular and requested song. Also, more than 20,000 ringtone downloads were made during the new Chevrolet Colorado launch period. To strengthen association, “Bring out the best” was played in Chevrolet show rooms all over Thailand.
Thailand is the second largest pick-up truck market in the world after USA. Despite 10 years in market, Chevrolet Colorado had a despondent 2.7% market share. Toyota and Isuzu dominated with a combined share of 73%. We had a perception problem in rural Thailand, where 70% of all pick-up truck sales occurred. Our consumers, farming folk and blue collar workers, had the false impression that Colorado was high on maintenance and low on resale value. Awareness among them was dismal and neither could they relate to the brand and its American heritage. Previous communication showcasing the truck maneuvering the rugged terrain of American countryside was lost on them. They could not even pronounce the name “Colorado,” calling it “Lorado” or “Avocado.” Rural Thailand was media-dark. To connect with Thai rural folk, we capitalized on their passion for country music and dance to educate and connect with them, in their style and in their own backyard.