Chevrolet 'The ad you would keep' direct mail and social media campaign

Around 2,000 specially selected racing fans were enthralled when they received a personalised advert for the new Chevrolet Omega Fittipaldi.

WMcCann commissioned racing legend Emerson Fittapaldi - for whom the new car was named - to autograph centrefold adverts for the new car in an automotive magazine. Each advert was personalised with the name of a subscriber and the magazine was then mailed out to them.

The ad gave recipients a personalised URL address so they could then watch a video of Fittapaldi signing their advert and saying their name, which could then be shared on Facebook, Twitter or other social media sites.

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