“ASH” is the most important animal shelter organization in Uruguay. Using the analogy between wheels and cars, we tied our initiative to The Sonic Racing Cup: challenging 3 celebrities to join the race and if they finished, Chevrolet would donate a N300 Van to ASH.

Five videos were released on Chevrolet owned channels, with sponsored posts. Animales Sin Hogar reposted the videos on their fan page in FB and in their Twitter account, and that’s where we get most of the organic engagement, including news reports on TV (for example: the main channel of our country was where we challenged the celebrity), Magazines (in the most important 2 magazines of our market they had news reports covering the race as well as interviews with the challenged celebrities), Newspapers (had information about the race and challenge) as well as in vertical channels.

In a country with 2.400.000 people with access to internet, this generated organically: 6.400.000 impressions, 90.000 reactions, 80.000 views and a reach of 3.450.000 with very little media investment in this channels. A previous similar campaign obtained 7547 reactions in FB, while the this one had 82.350 reactions (more than 991% better and with an investment 54% more efficient.). There were generated relevant content (the celebrities and ASH made their own posts in their social profiles), with huge emotional value to “Animales Sin Hogar” and Chevrolet, prompting a strong empathy between the brand and consumers, which continue nowadays.