AXN Asia and Chevrolet Asia take viewers on Thrilling Ride with Cash Cab Asia
16 August 2011, Singapore – Chevrolet Asia is once again set to make a big impact with the sponsorship of AXN Asia’s latest original production – Cash Cab Asia.
Hosted by the effervescent and ever entertaining Oli Pettigrew, Cash Cab Asia is the only game show on wheels, whereby unsuspecting passengers board a Chevrolet Epica taxi and are quizzed on their general knowledge as they go to their destination.
The questions increase in difficulty as they go along and if they get stumped, they can salvage their chances by making use of a “Mobile Shout-out” (by calling someone for help) and “Street Shout-Out” (just rolling down the window and asking someone on the streets for help). Every correct answer wins the passenger instant cash and they win more as the journey continue providing of course, they continue to give the correct answers… and the ride is complimentary!
On top of the Chevrolet Epica being featured in every episode of Cash Cab Asia, the Chevrolet brand gets additional mileage with brand-related questions asked by the host and through video questions integrated within the show. Chevrolet branding on car decals and on the host’s uniform amplify exposure for the brand within the show, as well as in program promotional trailers airing across the channel. Chevrolet’s strong association with the show will be seen in more than 96 million AXN households across 21 countries.
Chevrolet’s sponsorship of Cash Cab Asia come hot on the heels of its sponsorship of Blue Bloods starring Tom Selleck on AXN Asia which kicked off in February this year. The successful integrated marketing campaign included the use of six Chevrolet Cruze cars to form an impressive NYPD motorcade along Singapore’s Orchard Road.
“We are delighted to be working with Chevrolet Asia again on the next big AXN original production. With Cash Cab Asia we have managed to create the perfect vehicle for a partner like Chevrolet to do branded entertainment and we are grateful to have a partner who understands that the entertainment component, which will be very high in this show, is as critical as ensuring that their brand integration in the show is natural and seamless. With this show, I am sure everyone is going to be looking out for that very special Chevrolet!”, says Mr Jack Lim, Vice President of Advertising Sales and Marketing, Sony Pictures Television Networks, Asia.
Adds Mr David Pang, General Manager of the Alpine Group, the exclusive dealer for Chevrolet, “As a trusted automobile brand with a century’s history of premium quality, there is no other platform that fits our brand as well as AXN, a leading entertainment destination in South East Asia. Likewise, we are pleased to work with AXN again for Cash Cab Asia and we believe that our collaboration will drive both brands to new heights of excellence.”
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Media Enquiries
David Chau
Madison Communications for Sony Pictures Television Networks, Asia
T: (852) 2881 1787
E: david@madisonmission.com
About AXN & AXN HD
AXN is the heart of action and adventure. Launched in 1997, AXN is a leading English general entertainment destination among upscale, affluent adults aged 18-39. The channel delivers top-rated drama series, blockbuster features, adventure-reality and first-run lifestyle sports programmes from around the world, as well as dynamic original productions. In 2010, AXN once again cemented its position as Southeast Asia’s No. 1 international channel with The Amazing Race Asia Season 4 and Hawaii Five-0 Season 1.
AXN is an international channel brand that started in Asia, but has since expanded to Latin America and Europe. It is available in 60 countries globally. In Asia, the channel is seen in more than 96 million households across 21 countries, including close to 50 million households on a time-block basis in China.
A provider of unparalleled quality in entertainment, AXN enhanced the viewer experience when it entered the high-definition arena with the launch of AXN HD in March 2009.
AXN ASIA is wholly owned by Sony Pictures Entertainment and managed by SPE Networks – Asia, which also operates pay-TV channels AXN BEYOND, ANIMAX, SONY ENTERTAINMENT TELEVISION and ONE.