Road M11

October 2010
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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 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

Comments (7)

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Highest Rated

ole_chinamobil's picture
13 Activity Scores

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

Chery nestle in Belarus -

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