We needed to consolidate the position of the Grand Vitara SZ in the market and General Motors wanted to use a famous figure to endorse it but they did not have enough money in the budget to do so. We therefore did inside covers in all the music and celebrity magazines. With identical stand-ins of the real models on the cover of the magazines, we managed to create the illusion of seeing the real model from behind, as they appeared on the cover, also discovering they had a Grand Vitara SZ behind them.

Musicians, models, actors, even the president’s son, were part of our public relation campaign without knowing. People discovered that: “Behind every great man there is a Grand Vitara”.

When someone is very successful, people tend to look for a reason behind their success, trying to found out their secret. There is a famous phrase that says “behind every great man, there is a great woman”. Our insight was based on the idea that in trying to discover what is behind of every great man, it is actually a Grand Vitara SZ.We created a message that was inspired by this popular expression and that allowed us to get closer to our target.We chose magazines in which the campaign was appropriate to be aired (fashion, music, celebrities, jet set).When the magazine sent us the photo that was going on the cover, we did a model casting for the back. Simultaneously we would look for costumes, accessories and locations for the photo shoot. Photos were digitally retouched with some details.We had to cancel some magazines previously chosen, because the photographs that were published didn’t work to create the illusion.

The PR campaign was scheduled for 3 months and was a real success.

Participation in the segment increased from 17% in the first half of the year to 23% after 5 months of the campaign.GM became the leader in its class (SUV) in Colombia with the Grand Vitara.The values of design and performance become a priority for our differential target group.During the first semester of 2008, we had monthly sales of 420 units. In December, 5 months later, a growth of sales of 67% was reached.We grew 35% in comparison to the previous year, selling 2000 more units than we had in 2007.