General Motors(GM) Europe has created a “fake” band to promote its relaunched Vauxhall Corsa model. The band, The C.M.O.N.S, has already built a cult following online and on music network MTV, with two international record labels vying to sign it.
However, GM’s connection with The C.M.O.N.S will only be revealed when they star in a pan-European advertising campaign for the Corsa, which breaks in the UK on October 13. It is thought to be the first time a car manufacturer has developed a music property of this kind.
GM teamed with its advertising agency Delaney Lund Knox Warren (DLKW) and MTV to develop the band, as it strives to make the Corsa attractive to 20- to 30-year-old drivers. The C.M.O.N.S. are made up of five 40-inch puppets designed by underground artist Boris Hoppek.
The campaign originated with a slow-burn teaser campaign, designed to give the group credibility and a back story. The band was given an online presence and also appeared in “rockumentary” style ad-funded programming on MTV. The show, called MTV Under The Radar, will also air on Paramount and VH1 in the UK. The mini-episodes, created in-house by MTVNI, are unbranded but feature subtle Corsa product placement.
Vijay Iyer, senior project communications manager for General Motors Europe, says: “DLKW were briefed to attract young urbanites across Europe. We wanted a different type of campaign instead of the usual automobile work showing pictures of beautiful people doing funky things in a car.”
The above-the-line campaign breaks with two executions starring the band that will run across European commercial channels. Initiative has carried out the media planning and buying in the UK, with Universal McCann tasked with the European media business.