To generate a strong bond between taxi drivers and Chevrolet, connecting them emotionally with the brand in a way that is so powerful it surpasses the importance of prices, products and promotions.The first thing we did was to investigate and try to understand the needs and desires of taxi drivers in general, a labour that gave us two main areas that were recurring points in the vast majority of answers: the lack of educational opportunities and their desire to be recognized and respected for their work in society. It was thanks to the identification of these two factors that we came up with our great strategic idea: The Chevrolet University for taxi drivers. This is the first educational initiative to come from a car manufacturer, where participants join as taxi drivers and leave the course as businesspeople. This is a place where being a taxi driver is an immense source of pride.The Chevrolet University for taxi drivers began a strategic partnership with SENA, the government institution of education. We developed a joint program focused on empowering taxi drivers, to improve their quality of life and as a result the quality of the service they offer the general public. The goal was to create a flexible program that had to adapt to the unique conditions of taxi drivers: busy schedules, a wide range of ages and education levels.This challenge was not only about creative communication, the challenge led us to redefine advertising campaigns and to go even further into uncharted territory. We had to break traditional patterns, reinvent education, reinvent communication, reinvent marketing, reinvent media, reinvent the role of taxi drivers, reinvent the product to transform it into a business, and most importantly to also reinvent the way we attracted consumers from other brands, by improving consumers' lives and helping their future prospects. Right from the beginning of the project we realized that a brand doesn't just become powerful through making sales, it also achieves this goal by giving consumers more than just a vehicle.