• Situation

The world was in the first Covid-19 lockdown without perspective and not knowing how the following day would be. Because of that, blood donation plunged.

• Brief

Chevolet, the best-selling automaker in Brazil, was using its ingenuity to help the population during the pandemic crisis. The brand had fixed ventilators, had produced masks but was still eager to use its mobility experience to help.

• Objectives

Offering a risk-free environment where people could use their cars to re-energize the blood donation during the pandemic.

At the beginning of the pandemic, when people were afraid to leave their homes, the stock in blood donation centers reached its lowest peak in years. After realized that cars could work as a home extension, where people could go out without putting themselves in risk, Chevrolet partnered up with the most important Brazilian health institution to create a Blood Drive Thru, where people could make a safe blood donation following all WHO guidelines. All of this in record time before the pandemic hit its first wave spike during the biggest global lockdown phase.

• Target audience (consumer demographic / individuals / organisations)

We were looking for individuals, both genres, 18 yo+ that were engaged in social causes and furthermore, they were willing to help others during pandemics.

• Approach

Drivers are passionate about not only their cars but also their car's brands. Using this passion, we've used Chevrolet social channels and also geolocated ads to let the target know they could help people in need using all the safety and social distancing their cars could offer.

• Implementation

We've partnered up with the most important health institution in Brazil, Albert Einstein Hospital, to create a blood donation drive thru that offered all the safety people needed during pandemic. Using their own cars to keep the social distancing, people could get off only at the exact moment of donating blood to enter a modified truck designed by the hospital.

• Timeline

In only two weeks, before the pandemic hit its first wave spike, the Drive Thru was implemented starting on July 18th. The project was live during 1 month.

• Placement

It took place in the parking lot of a closed (due to the pandemic) shopping mall. Eldorado Shopping, one of the most important and well located shoppings of São Paulo.

• Scale

The project run once during 30 days.

• Business impact – sales, donations, site traffic

Results are the most exciting part of this project: after a month of "airing" the drive thru, donations ratio outreached donations made in traditional blood banks. The ratio in the drive thru reached pre-pandemic levels. And a new "class" of donors was created when the numbers brought that over 90% of the donors were first time donors.

• Response rate

The response rate in Drive Thru have surpassed donation in traditional blood donation centers by doubling the rate.

• Change in behaviour

A new class of donors was created because of the project once we've reached engaged people that had never faced the blood donation issue. This new class of donors, first timers, was responsible for more than 90% of the donations.