Brief:

Create content for SUVs that could reach over 20 million people throughout 2022. In 2021, Chevrolet launched the Lost Roads documentary. For 2022, the plan was to generate different themes throughout the year that would grab people's attention and associate Chevrolet as an inclusive, social, cultural, and progress-driven brand that seeks channels to support entrepreneurship.

Objectives:

- Increase sales by 30% in the SUV-D and Pickup segment by the end of 2022. Throughout 2021, Chevrolet launched several truck models, including the Blazer RS, Colorado Z71, and Equinox Turbo. However, the year did not end as expected, and the beginning of 2022 was also slow, despite the three launches.

- Increase communication about our SUVs in a more attractive way to increase our - awareness and, therefore, brand consideration.

- Increase vehicle sales and market share for Chevrolet in 2022.

Chevrolet aimed to create compelling content to showcase the performance of their SUVs and increase brand awareness among over 20 million people in Colombia throughout 2022. They produced documentaries on three different themes: Finding Macondo - Caribbean, Botanical Expedition - Putumayo, and Land of Opportunities - Chocó. Each documentary explored the culture, history, and challenges of a different region of Colombia, showcasing the power of Chevrolet's SUVs in the process.

Finding Macondo - Caribbean was inspired by the magical realism of Gabriel García Márquez and the movie "Encanto." Botanical Expedition - Putumayo explored the importance of abandoning coca cultivation and embracing the natural richness of the region, while Land of Opportunities - Chocó sought out the local leaders who are investing in a different future for the region.

Audience insight:

"To test the SUVs in a territory that few dare to explore, but that everyone would like to know."

Colombia is full of stories and magical places. And although many would like to go out to know them, few would dare to venture into the unknown that sometimes even have shades of danger. To create engaging content and reach as many people as we needed, we worked with Discovery Channel to create a documentary. Beginning with tours provided by ex-guerrilla fighters in the first chapter in 2021, we continued to show the stories of other amazing communities in three more chapters.

Its compelling storylines and characters generated significant emotional resonance with viewers, leaving a lasting impression on them.

We increased sales of the SUVLarge & Pickups segment by 87% in 9 months, representing an additional monthly income of COP $28,120,000,000.

We impacted over 30 million people who learned about our SUVs and the cultural and environmental diversity of our country through our content.

The impacted audience includes cable TV and the different digital channels of Chevrolet and Discovery, from the 3 documentaries that aired throughout the year.

Excluding Discovery's reach, Chevrolet's social media alone achieved over 6 million views across all published videos, with YouTube having the highest number of views.