ART DIRECTION, CONCEPT
The Chevrolet Spark had already launched successfully in Australia and General Motors now wanted to roll out in the APAC markets. They wanted to create buzz and excitement around the 3rd generation Spark. Metrics covered site visits, time spent and engagement, followed by register for test drives. It was important for our target audience to be seen as individuals and unique, and so the idea ‘Your Style Your Spark’. We had 7 guest designers for each of the 7 Spark colours, made of local personalities and celebrities. We then invited viewers to design and win their very own Spark with the utility we provided them on the microsite and Facebook. Traffic drivers included rich media banners, a bus stop ad that passers-by could draw on, and a magazine ad that readers could draw on and erase.
Traffic drivers: Page takeover
Traffic drivers: Interactive rich media banners encouraging user participation.
Each Spark colour was depicted by a different personality and character.
The different personalities and colours reinforced individualism, something of great importance to our target audience.
A 'white board' bus stop ad with markers and eraser allows passers-by to draw on and design their own Spark.
Passers-by could then take a picture of their creation and submit it directly by uploading to Facebook.
A magazine ad with a sheet of clear plastic on top allowed readers to draw on it multiple times.
The microsite showcased the 7 guest designers and offered inspiration for the viewers to create their own Spark.
A simple tool gave users a myraid of design options and great control over their design.
Designs were submitted to the gallery where they could be voted on through Facebook Likes.
We also recreated the design tool on Facebook for a greater reach.