In this campaign, we built an ideal universe for people of our core target. Meritocracy.

In each and every scene we showed different “meritocrats” hard at work, so that everyone on our target felt identified with them.

In an Argentina polarized by the political crisis, our manifest took a stand for something we knew they were thinking but couldn’t say and that was very, very powerful. It made them fall in love with a car they hadn’t seen, because of course, we hadn’t shown it.

After all, we weren’t selling a car. We were selling an idea.

The pre-launch campaign run from april 25th to may 5th 2016. It focused on the days just before the launch with a teaser campaign that installed “meritocracy” as a concept. It covered: TV, print, outdoor, digital and social media.

Between the teaser and the launch of the car, people had the opportunity to buy one of the 200 units available in an online presale.

Finally, the event launch was broadcasted live through a 360º streaming video.

In a few months, we managed to do what we wanted and more. We installed THE topic of conversation of the social agenda. We surpassed our objectives, we changed our brand perception and generated interest in our star product.

“Meritocracy”related searches had a 5000% increase in Google the days after we launched the teaser. Our social media videos gathered 5million+ views and 1.3 million interactions in a couple of weeks. The media coverage was incredible: TV segments, opinion columns in the most well known newspapers of the country, radio interviews.

Business results went along. The 200 car presale sold out in less than 2 hours. The sales increased steadily throughout 2016. In July we quadrupled share and jump 5 spots in sales ranking. By the end of 2016, sales increased 103% being by a very large margin the car with the biggest growth of the year.