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%.
