GM - Chevrolet – Les Dompteurs de Chevrolet Contest
Astral Mix was chosen by Chevrolet to promote “Les Dompteurs de Chevrolet,” an original concept inviting young adults ages 18 to 24 to enjoy a road test on a closed course with professional drivers. The challenge was simple: to promote the event while convincing the target audience to join in the adventure.
Using a synergistic mix of television, radio and Internet, Astral Mix created a powerful campaign whose success exceeded expectations. The major strength of the campaign lay in the creation of TV spots with Denis Talbot, whose credibility with the target group guaranteed massive participation. Furthermore, by broadcasting these spots on both television and the Web, Astral Mix ensured effective dissemination of the campaign throughout Québec.