The Chevrolet Sonic is a relatively new model. We needed to get young car buyers excited about the Sonic and also give them a reason to buy one this week. There are a lot of rational reasons to buy a Sonic – great fuel efficiency, first-rate safety, tons of technology and a great monthly payment. But none of that matters if you don’t love the car.
So rather than focus on rational messages we focused on how your new Sonic can help you make this the best summer ever. After all, summer is about friends, road trips, great tunes and adventure. We set out to make this Your Super Sonic Summer of Fun!
Inspired by the work of emerging female artists such as Sophia Chang, the creative tone was fun, energetic, and colourful. The concept came alive through a Facebook contest featuring eight weekly prizes of concert tickets, river rafting adventures, zip lining, whale watching tours and camping trips. We complimented the contest with niche print placements, highly targeted online advertising program and radio.
The result? Sales of the Sonic doubled! And Facebook “Likes” increased by 50 percent.