CHEVROLET & RAMADAN
ENCOURAGE PEOPLE TO GIVE
BACK DURING RAMADAN
The brief: Chevrolet approached us with an excellent CSR idea – to offer workers residing in selected labour camps within each selected city an iftar meal. The idea was spectacular because it involved a lot of social media and, in this case, posting about the campaign meant actually contributing to it. For each post with the hashtag #ChevyCares, Chevrolet would donate an iftar meal to workers.
The Challenge: Though Chevrolet is a powerful brand with an impressive history, the challenge was to make the audience remember the message in the busiest advertising period of the year: Ramadan.
The Strategy: we worked with Chevrolet Arabia to ensure a maximum reach of the campaign during the Holy Month of Ramadan and to make sure the audience carried the message further. There was a mix of social media channels involved, as well as offline efforts to create a buzz around the campaign. Event partners Blink Experience managed the in-mall activation across each of the selected 6 cities (Jeddah, Riyadh, Dubai, Abu Dhabi, Sharjah, Doha) and we managed the digital environment.
THE MEANING OF
RAMADAN IS PERSONAL;
DONATING IS UNIVERSAL
AN EMOTIONAL TIME
The idea: our creative idea came from the fact that for each individual out there, Ramadan means something else on an emotional level. And we encouraged people to let us know what it means to them. We used this emotional trigger because we understood our audience and knew that they would love to share their personal thoughts in the Holy Month of Ramadan. And they did.
People were asked to share the #ChevyCares along with a selfie of themselves saying what Ramadan means to them while knowing that each of their posts meant an iftar meal for labour workers.
The execution: we used a mix of platforms and social media channels to ensure maximum visibility of the campaign (Chevrolet Arabia’s Twitter, Instagram, Facebook, YouTube accounts and Chevrolet Arabia Landing Page). We produced and uploaded they key visuals and videos on these platforms and encouraged the audience with unique, compelling and tailored messages. Let’s see what we managed to accomplish.
Made as an introductory video to the whole campaign. It showcases what the campaign is all about in a very narrative and engaging manner.
This video was done at the halfway mark in the campaign, to inform the people of how many Iftars they helped donated so far, and to keep doing so till the end of Ramadan.
A summary of the entire campaign, showing what Chevrolet did across the Middle East, in terms of mall activations and Iftar handouts.
18,000 IFTAR MEALS & A REACH GREATER THAN THE POPULATION OF NEW ZEALAND
The results: our video “How to Donate” was very well received by the public and became viral. We also produced the extended #ChevyCares video and a summary video that showed the activities on-ground, including the meals being handed out.
The content we posted on Chevrolet Arabia’s social media channels, as well as the Arabic version of the hashtag #ChevyCares we created, had an amazing reach and engagement rate.
In numbers, this means that Chevrolet donated 18,000 iftar meals to labour workers over the course of the Ramadan period. Moreover, the #ChevyCares campaign reached 4.9 million across three countries in just four weeks.
SERVICES USED IN THIS PROJECT
- CONTENT CREATION
- VIDEO PRODUCTION
- VIDEO EDITING
- CREATIVE ARTWORK
- DIGITAL ACTIVATION
- SOCIAL MANAGMENT