Corporate spies in Chevy chase

In the Arab world, car culture is extremely prevalent. Anecdotal evidence suggested that everyone regards themselves as an expert. Everyone has an opinion on cars, and they like to share their opinions within the social space. Chevrolet wanted to re-launch itself in the Arab market, but it was not taking part in any of these expert conversations.

Chevrolet's campaign relayed the antics of two Japanese corporate spies sent from Toyota to the Middle East charged with uncovering the secrets behind the new Chevrolet. The hapless Hiroshi and Osamu would be used to share the benefits of Chevrolet. In a twist on the idea of the brand ambassador, these Japanese experts from a rival car brand would extol the virtues of Chevrolet.

'Ha...Soh! The name's Hiroshi'

The double agents were first introduced to the general public by a CCTV tape that was 'leaked' to local TV news broadcasters. The tape purported to show Hiroshi and Osamu breaking into a Chevrolet showroom.

Consumers were given the opportunity to visit a virtual showroom on the Chevrolet microsite to uncover on what Hiroshi and Osamu had been spying.

Hiroshi and Osamu's behind the scenes talent management team, which included an image stylist, a broadcast entertainment manager and a social writer constantly updated their Twitter and Facebook accounts.

As the pair gained celebrity status, they were dispatched on more missions, eventually appearing on the covers of magazines and in radio interviews. Hiroshi and Osamu merchandise included the region's first manga-style comic.

Results

Chevrolet Middle East sales increased by 27% after six weeks on air and 37% by end of the campaign.

Chevrolet gained 12 points on opinion and consideration. Purchase intent improved by 8 points and perceptions of Chevrolet's trustworthiness increased by 10 points.

Hiroshi and Osamu became social media celebrities. There were 56 000 viewers of the web series in the first two weeks. The campaign attracted more than 27 500 followers and friends (at the time, the largest virtual fan base in the Middle East).

There were 200 000 visitors to the Chevrolet showroom micro site. This campaign was shortlisted at the 2011 Festival of Media Awards in the 'Best Use of Content' category. It also won 'Best Use of Content' at the 2010 M&M Awards.

Why is this on Cream? Car marketing campaigns that focus on technical data can often be dry and boring. Chevrolet has come up with a strategy that allows it to communicate facts and figures, framed in some entertaining content.