To launch the new Chevrolet Cobalt, bringing a unique experience with Orca Chevrolet dealer, the idea was to introduce the Chevrolet Cobalt at the exact moment that people are most thinking about changing their old cars: when they break down. A partnership was established with a tow car company and the Chevrolet Cobalt was taken to people that called asking for the service. They were invited to take a test-drive to accomplish their destination and to meet the car.

The new Chevrolet Cobalt launch was a success for the client. The demand for the car increased considerably and there were waiting lists at the dealers'. In addition, all the consumers that participated took the test-drive at an unexpected moment and started to consider the car for their next purchase.