Category: Power of Online

Chery M11

Chinese car brand ‘Chery’ launched a powerful dynamic car ‘Chery M11’ into the Russian market.

The problem ad agency Voskhod faced was that in Russia Chinese cars have the reputation of being unreliable and poor to drive.

So they launched an internet game where anyone could check the possibilities of Chery M11. In the game people created roads and drove along them with a computer model of the Chery M11. They raced against time and also voted for the best road. In a month from more than 800 roads the winner was chosen. The winning road was then constructed in reality and various journalists were invited to the Chery M11 rally. A Russian rally champion was selected as the driver and the creator of the winning road was his navigator.

As a result, the project participants and invited journalists could see the possibilities of the M11 for themselves. In 3 months more that 340 thousand people visited the M11 website. The sales of M11 exceeded those planned by 76%. The annual increase of Chery sales exceeded the market average 6 times to the amount of 186%.

The Sound of Green

The Swedish Post has a collection of pre-stamped parcels that makes it easy to send things. The task for ad agency Akestam Holst was to tell people that it was possible to send almost anything over night with these pre-stamped parcels.

So they packed 80 parcels with all sorts of stuff and then recorded 80 specific sounds. These sounds were then used to launch what they called ‘The Sound of Green’ competition. Here the users had to pick a parcel and pay close attention. If they could figure out what was inside, the Swedish Post would send the same parcel to the winner the very same day.

After 140 240 guesses the competition finally came to an end.

The Royal Dutch Army #question

The Royal Dutch Army has only a few specific job openings this year and their challenge was to get qualified candidates to their website.

The ‘Qualified / Not Qualified’ Dutch army campaign is very well known in the Netherlands. The same theme was then used for judging answers to questions on Twitter, which had their own designated hash tag – #question.

So ad agency Publicis Amsterdam successfully used Twitter to attract the right candidates. Most importantly, they did it without the need for any followers as many Twitterers were already following #question.