General Motors India’s ‘Drive your Beat’ campaign gets top honor at IAMAI.
BestMediaInfo Bureau | Delhi | December 15, 2010
Quasar has won the top spot for the Best Internet Marketing Campaign at India digital awards 2010. Internet and Mobile Association of India (IAMAI) on 8th December ‘2010 recognized the General Motors ‘Drive your Beat’ campaign as the most effective and innovative use of websites and associated tools for marketing purposes.
Quasar was tasked to create awareness and interest in Chevrolet Beat before the car was launched. The challenge was to distinguish ‘Beat’ as fresh new brand in the segment already swarmed with other established players. There was a need for an innovative campaign to create a ‘buzz’ about the ‘Beat’. Quasar created a website, Driveyourbeat.com, an innovative platform for users to share the places, events, people and issues that made their heart beat. The campaign was able to forge a human connection with the car by engaging users to share their emotions and aspirations.
Commenting on the ‘Drive Your Beat’ campaign, Gaurav Gupta, Director marketing and Product planning, Chevrolet Beat said, “The campaign successfully engaged the users with the brand, before even the product was launched. It took the brand a step ahead by giving it a human character, a first in the Indian digital world. The campaign was well executed and left the audience asking for more.”
Speaking on the award, Pradeep Lamba, Media Director Quasar said, “We are thrilled to win this award. We enjoyed working on the GM’s ‘Drive your Beat’ campaign. The creative team did a fabulous job by designing a truly interactive and immersive campaign to get the brand message across. The technology team made this mammoth task possible. We wanted to get the maximum out of all the tools available to give the site’s users a fresh new experience and this Award is recognition that will drive us to further stretch the creative envelope.”
The campaign was a phenomenal success getting 12,789,879 page views, 532,911 daily views, and 36,000 registrations within the first 10 days. The campaign spread through the social network like wild fire. ‘Drive your Beat’ generated brand endorsement by visitors to the site across facebook and twitter.