Chevrolet
Matiz SMS Competition, Madrid
Chevrolet was looking to build awareness and excitement around the launch of the new Matiz in the Spanish market. Since the typical Matiz driver is aged between 20 and 25 and lives in urban areas, Chevrolet recognised that the mobile was one of the most effective marketing tools available to them.
Objectives
Chevrolet had clear objectives for their integrated campaign. First and foremost to create awareness, but also a real buzz, around the Chevrolet Matiz launch in Spain. Secondly, to learn more about potential customers, and generate genuine leads for the dealer network. And finally to contribute to a broader awareness in that market of the Chevrolet brand as a whole.
The Campaign
Our team helped Chevrolet design and run a Matiz treasure hunt in the city, advertised in press, radio, online and flyers. A brand new Matiz was placed in a prominent location in Madrid for a two week period – to track it down, players sent in the txt MATIZ to the competition shortcode and got back a clue as to its whereabouts.
Those who found the car and texted in the number plate were entered into a prize draw with the chance of driving away their very own Chevrolet Matiz.
Naturally, all participants were also invited to sign up their details, so that individuals with a best-fit profile could be sent more information by their local dealer, and invited for a test drive.
The Upstream team understood what our clients wanted and knew exactly how to deliver it 
Chevrolet was looking to build awareness and excitement around the launch of the new Matiz in the Spanish market. Since the typical Matiz driver is aged between 20 and 25 and lives in urban areas, Chevrolet recognised that the mobile was one of the most effective marketing tools available to them.
Chevrolet had clear objectives for their integrated campaign. First and foremost to create awareness, but also a real buzz, around the Chevrolet Matiz launch in Spain. Secondly, to learn more about potential customers, and generate genuine leads for the dealer network. And finally to contribute to a broader awareness in that market of the Chevrolet brand as a whole.
Our team helped Chevrolet design and run a Matiz treasure hunt in the city, advertised in press, radio, online and flyers. A brand new Matiz was placed in a prominent location in Madrid for a two week period – to track it down, players sent in the txt MATIZ to the competition shortcode and got back a clue as to its whereabouts.
Those who found the car and texted in the number plate were entered into a prize draw with the chance of driving away their very own Chevrolet Matiz.
Naturally, all participants were also invited to sign up their details, so that individuals with a best-fit profile could be sent more information by their local dealer, and invited for a test drive.