When launching a new product, maximum visibility and maximum impact is essential. This is why Cossette and GM asked Astral Mix to create a dynamic campaign for new Chevy Sonic.  Using an aggressive and unique strategy to make a large impact in the Quebec market, Astral Mix did just that.

Objective

Create a large impact for the launch of the new SONIC

Target

A 25-54 (Emphasis on 25-34)

Strategy

A number of celebrity hosts from both radio and television were used to create and exciting and relevant campaign to make sure that SONIC was Top of Mind to consumers who were in the market for a new car. The celebrity hosts and idea were used on all of Astral’s platforms to create unity and synergy for this campaign.

Here is an outline of what was done on each platform:

Television

• We created the “Sonic Challenge” via 90 second capsules. This challenge was launched with celebrity host – Abeille Gélinas and the capsules starred Chéli and Rej Laplanche of Musique Plus.
• Two complimentary 60 second commercials of Chélie and Rej ran back to back. In these spots, Chélie and Rej were in the SONIC listening and talking about their favourite music to listen to while driving the SONIC.
• On VOX POP 30 second commercials were created asking consumers what kind of SONIC driver they are? 10 second promotional commercials preceded these.
• 5 second commercials aired encouraging people to enter  “The biggest Musical Chairs Event” for their chance to win!
• A special live on-air program in the Musique Plus studio was created and ran as a grand finale to choose and announcer the SONIC winner.

Radio

• 30 second commercials were created using Phil Brand, Nadia Bilodeau & Denis Fortin from NRJ. These spots spoke about what their favourite songs are to listen to while driving (a SONIC).  A 30 second SONIC brand sell ran in succession creating a 60 second stop set for SONIC.
• 30 second promotional commercials
• Also, 30 second promotional commercials ran using Abeille Gelinas, from  Musique Plus, promoting the SONIC events and SONIC Challenge to keep the synergy between radio and television.

Out Of Home

We utilized our target mapping system to find SONIC’s key demographic of A25-54. Using these maps we were able to strategically place the Out Of Home marketing on the Columns that were situated to best reach this demo.

Innovative Characteristics Of This Campaign

The integration and participation of so many hosts from both radio and television, and their cooperation of voicing, starring in and sharing personal experiences was a large logistical task, but everyone was thrilled to be part of this. Because of their involvement the number of registrants to the contest was enormous.