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Chery: Road M11

Chinese car brand Chery is launching a powerful dynamic car Chery M11 into Russian market.

Problem: In Russia Chinese cars have the reputation of those unreliable and poorly driven.

Solution: Anyone could check the possibilities of Chery M11. We launched an internet game - m11 trassa.ru. People created roads and drove along them by computer model Chery M11 against time and voted for the best road. In a month from more than 800 roads the winner was chosen. Then we constructed the same road in reality, invited journalists and started rally with Chery M11 having nicks of project participants on it. Russian rally champion was the driver, the creator of the winner road was the navigator.

Result: The project participants and invited journalists could see the possibilities of M11 for themselves. In the course of 3 months more that 340 thousand people visited the site. 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%

Advertising Agency: Voskhod, Yekaterinburg, Russia
Creative Director: Andrey Gubaydullin
Art Director: Vladislav Derevyannykh
Copywriters: Evgeny Primachenko, Aleksandr Parkhomenko
Additional credits: Web by WOW Digital agency
Published: October 2010

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7 comments

kleenex's picture
kleenex
29454 pencils

love the campaign idea.

jjf's picture
jjf
262 pencils

It can do stunts and all but it still doesn't show the smashing-to-wall capability of Chery...? At least not in this vid :)

JeffP's picture
JeffP
810 pencils

Cost of contact must be very high. Love the concept though.

shahrukh love's picture
shahrukh love
8 pencils

Very nice

CuriousPencil's picture
CuriousPencil
4227 pencils

Brilliant idea, sleight-of-mind to totally ignore the Chinese aspect and turn it into a Russian rally icon with full audience participation. Solidly thought through, like it a lot.

bakamono's picture
bakamono
1006 pencils

So ummm where is the safety aspect?

because therefore it is

ole_chinamobil's picture
ole_chinamobil
13 pencils

The idea is very good, that's why M11 has got great sales in Russia :)

Chery nestle in Belarus - www.chery.by

We're trying to do our best!

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