Montreal, November 10^th 2010 – It is with a lot of pride that Astral Mix partnered with General Motors and Cossette to conceive of a campaign for the pre-launch of the new 2011 Chevrolet Cruze featuring Les Grandes Gueules and Richard Turcotte of radio NRJ. This media mix operation created especially for Chevrolet was deployed on various Astral properties; TV, Radio, Online and Out-of-Home.

 

The goal for this campaign was to rapidly increase awareness of the new Chevrolet Cruze by associating it with the word cruze (French slang for flirt or seduction) and to generate a consumer database via an exclusive contest allowing the listeners to win $5,000 toward the the cruze of their life. As our contest spokesperson, Richard Turcotte took on the persona of Rick le Romantique, romance guru extraordinaire.

 

The media strategy included broadcast of a series of 15- and 30-second unpublished radio sketches, written and interpreted by les Grandes Gueules, promoting the new car and the lacruzedetavie.com micro-site. These sketches all around the theme of seduction have been airing on the NRJ network since October 4th. Richard Turcotte, a.k.a. Rick le Romantique also starred in his own 30-second spot that aired locally on NRJ 94,3 and RockDétente 107,3 in Montreal as well as on Boom fm in the Montérégie region.

 

These executions were complimented by 2 weeks of street level activations that gave Montreal radio listeners a chance to meet up with Richard Turcotte and the NRJ street team to see the new 2011 Chevrolet Cruze in person. 30- and 60-second radio remote spots announced which locations the Cruze team would visit next.

 

On television, a contest message starring  Rick le Romantique and the new Chevrolet Cruze invited viewers to go to the lacruzedetavie.com micro-site to enter. This spot was aired on Canal Vie, Séries+, Z télé, Canal D, Musimax and Historia as of October  4th X 3 weeks.

 

The campaign was supported in Out-of-Home with columns in Montreal and online with a banner campaign driving to the micro-site where consumers could enter the contest, get dating tips from Rick le Romantique, play blooper reels from the TV spot and radio sketches and more.

 

A massive launch campaign deployed on  TV, Radio, Out-Of-Home and Online followed as of October 24^th.