Transcript Document

GM Korea successfully increases awareness for its Chevrolet
brand in South Korea with Microsoft Advertising
South Korea’s second largest automobile manufacturer, GM Korea wanted to increase awareness of its
Chevrolet brand through an online marketing campaign. Working with Microsoft Advertising, GM Korea ran
ads across the Microsoft Media Network delivering maximum exposure to its target audience.
Objective: Following a rebrand, GM Korea (formerly GM Daewoo Auto & Technology)
was considered relatively new to the Korean market with a small presence in the
automotive industry. As a result the organization looked to increase awareness of its
Chevrolet brand in adults aged between 18 and 49 years old throughout South Korea.
Chevrolet wanted to convey a new, young and stylish brand image to individuals
directly involved in the purchasing process for a car.
Solution: Working with Microsoft Advertising (MSA), GM Korea ran a re-targeting
campaign aimed at attracting consumers to attend the Transformers 3 movie premier,
as well as encouraging consumers to visit the corporate website. Using the Microsoft
Media Network, GM Korea delivered its creative to multiple portals, media, news and
entertainment websites ensuring maximum exposure for the brand throughout the
campaign period.
MSA helps deliver ‘new, young and stylish’ brand image
for Chevrolet
Results: The campaign was measured through an ad effectiveness study completed by Dynamic Logic, a Millward Brown
company with 631 respondents.
• Core objective achieved – the campaign achieved its core objective of raising
awareness of the Chevrolet brand across the 18-49 year old age group. With 67
percent of the controlled respondents, and 78 percent of the exposed respondents
responding favourably to brand awareness. With an 11.1 point increase in the delta
score, the campaign also out performed competitor online ad awareness campaigns
and is considered an excellent return on the investment. The research reports suggest
that the association of the Chevrolet brand with the Transformers movie may have
played a significant part.
• Delivers against brand image requirements – the campaign was effective in
delivering a ‘young’ and ‘stylish’ brand image in the 35-49 year old age group. The
campaign was particularly successful in driving positive brand perceptions amongst
females with 41 percent of female respondents commenting that the brand felt ‘new’.
• Multiple exposures help deliver brand message – by using a re-targeting campaign
GM Korea ensured multiple touch points with the consumer. The results of the survey
showed that males who were exposed to the ads between 4-9 times related the ‘new’
and ‘stylish’ image with the brand. A total of 64 percent of males believe the brand to
be new and stylish, with 62 percent also conveying the feeling that the brand is
dynamic.
The Microsoft Global Creative Solutions Team offers ground-breaking, globally scalable solutions that connect with consumers and
immerse them in revolutionary branded storytelling across a multitude of digital devices, delivering industry-leading custom experiences
to our global audience across the Microsoft Advertising Network and beyond. Each solution is created uniquely for and in collaboration
with the brand advertiser and it’s media and creative agencies. For more information please visit: http://advertising.microsoft.com
“The Microsoft Media Network
is a great resource. Working
with MS Advertising we
achieved our goal of increasing
brand awareness for the
Chevrolet brand in Korea. This
is an important step in our rebranding efforts.”
Young Sup Lee, Senior
Digital Marketing Manager,
Chevrolet, GM Korea