ALL TRUCKS LOOK THE SAME

The truck category suffers from the "Princess" phenomenon, trucks retouched and beautified in the studio, which in the end do not reflect their performance. As a consequence, the purchase drivers that really matter to the transporter segment: power, torque, capacity, among others, are blurred; leaving a disconnection between what is shown and what the audience needs to know and above all, try.

The brand needed to move away from the commodity of the category, getting closer to its customers to increase the consideration and closeness of the brand with the transportation industry.

Objective:

Increase the engagement rate by 50% on the content generated

Increase conversations around trucks by 60%

1. Heirs: Truck owners and drivers who come from transporter families and know the guild by heritage

2. Transportation professionals: truck owners and drivers who have a long history in the transportation industry

Outdoor on the main highways of Colombia with more truck traffic.

For a month we guide the different references according to each route. To show that Chevrolet has real performance on those roads

We use the content generated in the brand's social networks as a Test Drive for audiences.

We create an image bank for each truck reference, to be used in traditional and post organic guidelines.

The social networks engagement rate increased by 200% and the conversation around the trucks grew by 700%, based on the evidence of the performance of the trucks that displayed the content, managing to arouse interest from the audiences and differentiating the brand of the competition.

All this with zero cost in production.