Hasta La Creative!

(this article is second in a series, from Sanjeev Jasani, VP at OgilvyOne, New Delhi)

Chevrolet was going to launch a compact sedan with mid-size appeal – Cruze. A car destined to make an impact. This car breaks stereotypes, while staying true to its DNA. It’s bold. It’s stylish. It’s aggressive. It’s bigger. Faster. Stronger. Safer. And it embodies the spirit of Chevy’s legendary muscle cars. In fact, the design of the Cruze is inspired by one of the most revered Chevys ever – the Corvette. And just like the Corvette, the Cruze features a push-button start, twin-cockpit sports car interior, and an exhilarating feeling that only people who love to drive understand. The Cruze is a category breaker, in a class of its own, and a car that’s value without compromise.

For Chevy, Cruze was an important launch not just because of the features of the product, but also because it was going to showcase the new face of Chevy in India in terms of styling and to let go the baggage of the GM global image post bankruptcy that acted as a barrier in the minds of the Indian consumer.
Chevy was launching a car in an already cluttered segment that was dominated by Honda and Skoda with 32% & 26% share respectively. Further, the image of Chevy took a hit in India post GM filed for bankruptcy in U.S. and hence, Chevy was not considered at the time of purchase. While the Cruze is a category breaker, the biggest challenge was to excite the TG and push them to consider the Cruze by demonstrating the segment first innovative features such as PEPS.

Out of a total of 377 people who we sent the DM to, we wanted at least 7% to test drive Cruze and consider the product. We sent the DM to 377 HNI Golfers. Why? A market research for the segment was conducted by Chevy that highlighted the need, interest and market share of the HNI Golfer community. On further probing, we found that while the HNI Golfer is constantly looking for style statement and a bold impression, he is also value conscious and hence, looks for the best of both worlds – value and features which Cruze is offering.

Since Cruze is a category breaker offering the segment first features, we wanted to create excitement & buzz around the product and make the TG ‘FEEL THE PULL’. OgilvyOne took the responsibility to generate hot leads through direct mailers which were sent to an external base of HNI Golfers

The creative hook used was that of temptation. Temptation has always caused human beings to lose their resistance power and fall for it. It started way back at the time of human evolution. Adam fell for the forbidden fruit in a bid to explore and seek knowledge. Temptations lure everyone, only this time, the form has changed.
In a small wooden carton, we sent across a real APPLE (with hay around it, just like the way it is packaged to ship) with the message – “Great temptation has always caused man to fall for it. Adam fell for the forbidden fruit; now it’s your turn.”
Upon lifting the lid, you will find the Cruze brochure + a letter + response devise. The letter will explain about the temptations that Cruze creates. And hence, enticing him/her to test drive/book for it.

The responses cannot be shared due to confidentiality issues.