GM Korea successfully increases awareness for its Chevrolet brand in South Korea with Microsoft AdvertisingSouth 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

• 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.

Results: The campaign was measured through an ad effectiveness study completed by Dynamic Logic, a Millward Brown company with 631 respondents.

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“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 re-branding efforts.”

Young Sup Lee, Senior Digital Marketing Manager, Chevrolet, GM Korea