The online media communication goals could be divided in two: one for each online action moment. The first was to generate awareness about the new concept launch and about the way to know more about it (through a TV flight).With the continuity of the action, the communication goal would generate a new concept among Brazilian internet users, and position the Chevrolet brand as an outgoing, outstanding, agile and modern company, transferring those attributes to its products. The media solution took the following steps:Four days before the official launch through a TV flight, more than 2 million marketing emails were sent. They contained a brief explanation of new concept "Conte Comigo" (We'll be there). Four days after inviting each addressee to watch during the commercial break of Fantastico (biggest audience TV show on Sunday evenings in Brazil), the official launch movie of campaign. Another invitation was also sent to the internet user to access Universo On Line on Monday, immediately after the Sunday of the launch.

Then, on Sunday evening, during the Fantastico commercial break, the "Conte Comigo" official movie would be shown.On Monday morning, Universo On Line Home Page was filled with a black background (originally it was white), with golden leads (originally they were black) and a DHTML ad should run. The shape of this DHTML would be like the Chevrolet logo, that looks like a bow tie. The whole Home Page look’n’fill should recall a luxury occasion; the Home Page would be black tie dressed! ("Gold Tie" in this case!) After this action (the change of Home Page), a three week online media flight will continue, composed of banners and pop ups, containing campaign slices and leads.

Every online ad, including the DHTML, and even the first email sent, should drive the internet user to the "Conte Comigo Hot Site", where the user could have more information about the new concept, that could be transferred to the other Chevrolet products. The Hot Site should also suggest to the users that they keep following the new VTs and magazine ads about the new concept, understanding more and more what "Conte Comigo" means. "Conte Comigo" (We'll be there), is more than a slogan, it is the new concept of Chevrolet, General Motors' automobile brand in Brazil. "Conte Comigo" (We'll be there) was also the name of the new concept-launching campaign. Many media actions were being developed, using different media channels: TV, magazine, newspaper, radio and internet. The main preoccupation of the online media team was how to make the online actions more than offline ad adaptations.Driven by this thought, the online media team suggested a cross-media action, where the internet would be an audience catalyst to other media channels, and would then be an environment in which unusual actions generate impact, more than any other medium could. Something completely new would be done in the online environment that should make Chevrolet a premium brand among internet users, and that should become a landmark in Brazilian internet history. This media project was a great success and it was completely different because of two important reasons: the cross-media action, completely coordinated and agile, and the action to make the medium appropriate to brand main attributes, and not the inverse, as is the norm.At the end of this action, Chevrolet would use the internet to contribute audience generation to the TV show that would launch the official campaign movie, positioning itself as a modern and high tech company, and more, it would be the only advertiser that would change the entire Home Page look’n’fill of Universo On Line, the biggest Latin American internet portal.Chevrolet would generate a unique impact in a strongly qualified and consistently younger target, making its attributes more important than the medium attributes.

"Conte Comigo" (We'll be there), is more than a slogan, it is the new concept of Chevrolet, General Motors' automobile brand in Brazil. "Conte Comigo" (We'll be there) was also the name of the new concept-launching campaign. Many media actions were being developed, using different media channels: TV, magazine, newspaper, radio and internet. The main preoccupation of the online media team was how to make the online actions more than offline ad adaptations.Driven by this thought, the online media team suggested a cross-media action, where the internet would be an audience catalyst to other media channels, and would then be an environment in which unusual actions generate impact, more than any other medium could. Something completely new would be done in the online environment that should make Chevrolet a premium brand among internet users, and that should become a landmark in Brazilian internet history.