The campaign's objectives:To sell 350 cars in one weekend. The models to be sold were Astra and Corsa sedan version powered by sugar cane alcohol fuel designed specifically for the taxi drivers.Maintain a closer relationship with taxi drivers. In Brazil the taxi drivers were grouped in cooperative associations that have specific communication channels through radio waves that they use to change information about the traffic situation and customer calls.The idea: during the day, the central operator, inserted 10 second ads during the calls, informing about the weekend special sale of Chevrolet.

The great idea was to create a new communication channel to reach a very special group of consumers (taxi drivers), in a very innovative way, never done before.As a result, the case helped Chevrolet to sell all the 350 units available, and besides, they received 500 new proposals in one weekend.We got the property of this particular media, keeping the Chevrolet brand very close to this target group. Sometimes, the media people are challenged to find an innovative way to communicate to dispersed consumers.The idea was conceived by the Chevrolet media team when challenged to communicate to taxi drivers in an effective way via a specific action for them. This action was special due to the segmentation it could provide.The real challenge in this case was how to reach a specific group of people (taxi drivers) not using the traditional media, since the dispersion would be very high.The result was very effective: the investment was very low and very targeted. Media Cost: US$6,000/Impressions: 140,000.

Sometimes, the media people are challenged to find an innovative way to communicate to dispersed consumers.The idea was conceived by the Chevrolet media team when challenged to communicate to taxi drivers in an effective way via a specific action for them.