Contract’s unique marketing initiative for HM
14 Jul 2009
A unique marketing initiative - The Great Driving Challenge – has been conceptualised by Contract Advertising Chennai for its client Hindustan Motors Mitsubishi, which is gearing up to launch a new variant of its Cedia car, called Cedia Sports.
The activity, which kicked off on 15 June 2009, has been attracting a lot of couples, who are passionate about driving, to register. The campaign encourages couples to apply online on www.greatdrivingchallenge.com .Three selected couples will go on an all-expenses paid challenge in a customised Mitsubishi Cedia Sports for 12 days.
Each couple will have to complete 3,000km in these 12 days. The drive will be flagged off from Mumbai and will also culminate in the same venue. All along the route, the three couples will have to blog about their experiences, take pictures and upload them. Interestingly, the couple can plan their own itinerary, although the organisers may give them some two or three points that they need to touch along their way.
The website is open for registration and collection of votes is on till July 17. Audition and selection of the three finalist couples will take place on August 5, 2009, while the drive off phase is between August 5 and 17. The winner will be announced on August 17.
The shortlisting and selection is being done by a panel of eminent jury consisting of Adil Jal Darukhanawala, editor, Zigwheels, the official media partner of the event, and Tanya Chaitanya, editor, Femina, besides others.
The campaign began on June 22.