Winner Of Global Mobile Film Festival Gets First Chevrolet Cruze
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BARCELONA, Spain – February 20, 2009: The short film “English as a Second Language”, produced by Frank Chindamo and directed by Jocelyn Stemat, won the grand prize in the Mofilm mobile short film festival at the GSMA’s Mobile World Congress in Barcelona. Wayne Brannon, Vice President Chevrolet Europe handed over the keys of a brand new Chevrolet Cruze compact sedan to the happy producer. Kevin Spacey, keynote speaker at the award ceremony and well-known actor and director said: “I am excited about the opportunities for Mofilm as a platform for the discovery of new talent and a catalyst for short films on the latest global mass medium of mobile.”
English as a second language” was selected from a roster of over 250 films that had been submitted from more than 100 countries.
Embedded in the Global Mobile Film Festival in Barcelona was a special user-generated video competition, initiated by Chevrolet Europe. Willem Verheij from The Hague, Netherlands, won the first price and with it a brand new Chevrolet Cruze for his participation in this contest. Willem Verheij told the story about his most unusual way of breaking the rules of conventional thinking in order to create a very special situation in his life.
Recently, Chevrolet has been moving away from its more traditional marketing approach of prior years toward a new model focusing on increased emphasis of digital/emerging media. The idea is simply to reduce the cost of reaching people who are interested in buying a great looking, high quality car from an expressive global brand at a very good value for the money. In short, Chevrolet is looking to tell its story by exploring new media which are targeted, innovative, flexible and cost efficient.
Chevrolet is currently launching its new global compact car, the Cruze, which challenges the idea that an affordable car cannot also be attractive, well-equipped and sophisticated. This car is in a way breaking the rules by offering much more than expected in the value segment.
Similarly, Chevrolet Cruze advertising is breaking new ground with a marketing campaign designed by the people for the people. The principle component of this idea is user generated short films that capture the spirit of why great things happen when we go beyond conventional thinking... and so goes the marketing. By connecting with the personal stories of real people, user generated short films designed without high priced agencies are being developed. These are planned to run in a highly targeted manner on social networks leveraging the everyday tools of real people - e.g. internet, mobile phones and word of mouth.
Wayne Brannon: “In today’s world, we need to find more cost-efficient ways to reach consumers than in the past. We are partnering with Mofilm because we are exploring new opportunities for Marketing with a specific focus on digital and emerging media. At the same time, the connection between art and commerce through the idea of a film contest for everybody, blends well with our ongoing activities to support young artistic talents through our annual ‘Young? Creative? Chevrolet!’ contest.”
The complete category prize winners, and overall winner:
Grand Prize Winner
Prize Winners
