Chevrolet Bolt Ev - "World’s Longest Banner"

Commonwealth McCann

Commonwealth McCann Dubai, Emirados Árabes Unidos

3719

Marca: Chevrolet Bolt Ev
País: Emirados Árabes Unidos

Anunciante: General Motors Corp.

Titulo	World’s Longest Banner
Agência	Commonwealth McCann
Campanha	World’s Longest Banner
Anunciante	General Motors Corp.
Marca	Chevrolet Bolt Ev
Data da primeira Transmissão/Publicação	2019 / 2
Sector Empresarial	Automotor
Filosofia	Recognizing that electric vehicle range anxiety is still very much an issue in consumers’ minds, Chevrolet created the first-ever 520km-long banner. The brand used innovative Android-based technologies to interactively demonstrate the Bolt EV’s long-range capabilities. Converting kilometers into pixels – 1,965,379,091 pixels to be exact – Chevrolet designed a mobile experience that challenged Android users to swipe and drive their virtual Bolt EV down a 520km-long scrolling banner until they reached the finish line. It took Android users five and a half hours of continuous scrolling to reach the end of the banner – no easy feat! Fortunately, the journey was filled with Easter Eggs and encouraging quotes to keep the scroller going. During the 2-week campaign, users spent 852 hours (35.5 days) on the banner and made a whopping 1,525,348 finger scrolls down the road. Average time spent on the banner was 8.37 seconds, which is over 9x the average time a user spends on any banner. In total, all users scrolled enough to travel 37,975,000 kilometers. For comparison, that’s almost 100x the distance from the Earth to the Moon. To prove digital doesn’t just stay in the virtual world, the participation users put into our banner ended up with 40 footfall leads to showrooms. Digital advertisement created by McCann, United Arab Emirates for Chevrolet, within the category: Automotive.
Tipo de Mídia	Interatividade
Comprimento	39 seconds
Director executivo criativo	Andrej Arsenijevic
Director assistente criativo	Andrew Siebert
Digital Director	Vladimir Karmelić
Digital Director	Jody Leon
Creative Technologist	Mihailo Rsumovic
Digital Produced	Vinod Kumar
Account Director	Stuart Randall
Deputy, Global CCO's	Matt Canzano
Deputy, Global CCO's	Greg Braun
EVP / Global Head of Strategy	Ash Farr