Road M11

Agency Network: 
October 2010


Chinese car brand Chery is launching a powerful dynamic car Chery M11 into Russian market.

Problem: In Russia Chinese cars have the reputation of those unreliable and poorly driven.

Solution: Anyone could check the possibilities of Chery M11. We launched an internet game - m11 People created roads and drove along them by computer model Chery M11 against time and voted for the best road. In a month from more than 800 roads the winner was chosen. Then we constructed the same road in reality, invited journalists and started rally with Chery M11 having nicks of project participants on it. Russian rally champion was the driver, the creator of the winner road was the navigator.

Result: The project participants and invited journalists could see the possibilities of M11 for themselves. In the course of 3 months more that 340 thousand people visited the site. The sales of M11 exceeded those planned by 76%. The annual increase of Chery sales exceeded the market average 6 times to the amount of 186%

Ambient advertisement created by Voskhod, Russia for Chery, within the category: Automotive.

Advertising Agency: Voskhod, Yekaterinburg, Russia
Creative Director: Andrey Gubaydullin
Art Director: Vladislav Derevyannykh
Copywriters: Evgeny Primachenko, Aleksandr Parkhomenko
Additional credits: Web by WOW Digital agency
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Highest Rated

shahrukh love's picture

Very nice

shahrukh love
Activity Score 10
Art Director
kleenex's picture

love the campaign idea.

Activity Score 57557
Web Designer/Developer
jjf's picture

It can do stunts and all but it still doesn't show the smashing-to-wall capability of Chery...? At least not in this vid :)

Activity Score 258
Copywriter at LINs Advertising & Marketing
JeffP's picture

Cost of contact must be very high. Love the concept though.

Activity Score 802
Marketing Manager at TomTom
shahrukh love's picture

Very nice

shahrukh love
Activity Score 10
Art Director
CuriousPencil's picture

Brilliant idea, sleight-of-mind to totally ignore the Chinese aspect and turn it into a Russian rally icon with full audience participation. Solidly thought through, like it a lot.

Activity Score 4167
bakamono's picture

So ummm where is the safety aspect?

Activity Score 992

because therefore it is

ole_chinamobil's picture

The idea is very good, that's why M11 has got great sales in Russia :)

Activity Score 13
Marketing Manager |

Chery nestle in Belarus -

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