General Motors begins Web promotion in Quebec
By Adnews Staff
General Motors of Canada has begun a Web-based campaign in Quebec that will consist of four short films that will promote four Chevrolet vehicles. The four films, called "Le dépanneur,' 'Le cadeau," "Pop-corn" and 'Le match," will be distributed through a website located at <http://www.filmschevrolet.ca>. The first four-minute short was released yesterday. A new episode will be added every two weeks. The films will be promoted with a 13-week Internet campaign. Email ads will invite approximately one million potential customers to visit the site and enter a contest for one of four week-long trips: to Montreal in an Aveo, to Parc de la Mauricie in an Equinox, to Quebec City in a Cobalt or to Mont-Tremblant in an Optra. In addition, banner ads have been posted on 20 websites in association with Quebecor and Branchez-vous. "Reaching the 18- to 34-year-old audience is becoming increasingly difficult with traditional communications tactics," said Fred Lautenschlager of General Motors. "We needed to find a way to stand out with this group. By choosing this unconventional medium, we are confident that we will attain our visibility objectives for this brand and its portfolio." The initiative, the first of its kind in Quebec according to General Motors, was developed by Ricochet Branded Content, a unit of Cossette Communication Group. Other Cossette units participating in the project include direct marketing division Blitz, interactive agency Fjord and public relations firm Optimum. The shorts were produced by Soma and directed by Ricardo Trogi.