These are the steps we took to produce the “TODOTERRENO Colombians” stand-up comedy:1) Developed a fan page on Facebook “I am a TODOTERRENO Colombian”.2) Got the fans to put stories, photos and videos about their own all terrain experiences on the fan page.3) With the experiences posted on the page, we created the script of the comedy, based on real insights.4) Through a famous Colombian comedian, we exposed the “TODOTERRENO spirit” of the 4x4 SUVs onstage.5) We made possible for the fans and to every Colombian, to see themselves represented and connected all along the 90-minutes comedy, with the new brand positioning on a subtle, fun interactive and relevant way.6) We involved a massive promotion of the play as a cultural event, and first invited our fans from the fan page to the premiere of the show.

BRAND• 100% of available units sold.• We positioned the “TODOTERRENO” concept as a slang word and a way to describe a person that is ready to face everything.PLAY• The stand-up comedy was a success: We got favourable free press, filled-up the 90-day season shows.• The stand-up comedy was invited to the Ibero -American Theatre Festival of Bogotá.• We could recover the investment through ticket sales.WEB• In 10 days we got 1,000 fans on Facebook and in 90 days 3,994 that created 1,126 interactions.• The success of the strategy created a second phase with a “TODOTERRENO Colombian” contest.