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our work > Malibu Ambassador Program With the North American Car of the Year Award under its belt, ESI took the all-new 2008 Chevrolet Malibu out on the road in a guerilla-style marketing campaign. The 2008 Malibu Ambassador Program visited four cities in the northeast – Boston, New York, Philadelphia and Washington, DC – and let consumers touch, feel, learn about and drive the 2008 Malibu at their own pace at consumer-convenient locations.
ESI staff brought the Malibu to shopping malls and centers during prime holiday gift-buying times and provided courtesy shuttles to help people walking to their cars in the snow. We visited parking lots at football stadiums, handed out product information and offered test drives. We visited downtown parks with lots of foot traffic, interacted with folks and talked about Malibu.
The strategy was fluid; every day, we adjusted our plan of where we went and what we did to expose Malibu to as many people as possible. In just four weeks, and with a budget under $500,000, we managed approximately 10,000 interactions with potential consumers. That’s a return on investment of about $44 per consumer interaction. Throughout the program, consumers had glowing praise for Malibu – all impressions that would never have been generated were it not for ESI’s on-the-ground work to expose Malibu to thousands of potential customers in the northeast. |
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