In 2013, the Colombian soccer team made it to their 15th consecutive year of not qualifying in a World Cup.

That same year, in November when the national soccer team qualified for the World Cup, Chevrolet told us that they were going to give 20 trips to the World Cup Brazil 2014.

To catch the attention of the country, we decided to do something that only a brand that is not an official sponsor of the World Cup could do; "We got an entire country sick". Yes, we created a virus called the "Choking Goal Syndrome".

After 2 months convincing the population that everyone could suffer from it, Chevrolet decided to release a cure: "To cheer a Colombian Goal, not in Colombia, but watching it live in one of Brazil's stadiums". That's how we launched a promo that promised to give away 20 trips among the costumers who took their Chevrolet for a check-up in authorized car shops.

The first goal of the campaign was to create a pandemic atmosphere in the country, the media team decided that the best way to use media would be on places were usually viruses or in this case "virals" spread faster, so for this phase we used YouTube to publish the 7 testimonials of the "Choking Goal Syndrome" along with Graffitti, Guerilla, Blogs, Wikipedia, Facebook and Twitter.

For the second phase of the campaign, where the brand had the main role to provide a cure for the disease, we decided to use media that covered the news of a cure in a faster way. That's why we decided to use: TV, radio, print, digital, outdoor, direct marketing and P.O.P.

Infecting and healing the whole country, our brand became the main topic of conversation prior to the world cup.

In a country of 46 million people, we got around 80 million impressions in social media.

We reached over 20 million people on Facebook, almost the whole population of users of this network in the country.

Over 700,000 dollars in free press.

More than 500,000 “patients” drove their chevrolet to maintenance, 25% more than last year.

We received costumers that hadn ´t visit us for more than 10 years.

And despite all this 15 years of suffering, Colombians started to dream again with a first goal in the world cup.