Chevrolet launched the brand new CRUZE into the market. Looking for something different, Cossette and GM asked Astral Mix to find a way to create an exciting and unique campaign to showcase the new CRUZE on a multitude of media platforms.
To create awareness of the new Chevrolet Cruze.
To create a database from qualified entrants.
To develop a partnership with the Cruze and the popular radio show- LES GRANDES GUELES and well known Quebec host – Richard Turcotte, on the NRJ radio network.
10 second commercials for the CRUZE were created using the hosts of LES GRANDEAS GUELES. In addition, a contest was created with “Rick The Romantic” (Richard Turcotte) using a microsite dedicated to this campaign – www.lacruzedetavie.com. These commercials ran on radio and television.
Twice per week, for two weeks, people were invited to go and see the new Chevy Cruze and meet Richard Turcotte (Rick the Romantic) at many places and events throughout the Greater Montreal Area.
In addition, there was a high dominance Out of Home and internet brand campaign to accompany this campaign
Radio, TV, Out Of Home, Internet
Les Grandes Gueules (José Gaudet and Mario Tessier) and Richard Turcotte