To communicate a major nationwide promotion taking place at all the showrooms and even at the Volkswagen Plant in São Bernardo do Campo during the weekend of 21-22 July. We created an involving and high impact project which enhanced the attractiveness of the offers and produced impressive results. The principle was simple: turn the fair into a major event, as a way of attracting consumers to the location. In order to do so, we had to give it an appearance compatible with the goal. A series of activities within the Plant were created – a crash-test, test drives and guided tours, for example.

The problem was to make this idea feasible on the Rede Globo TV network, which has strict deadlines.The challenge was to create a media format that could transmit the importance of this effort and would differentiate it from those promoted by the competition. The rationale was simple: if it’s the biggest promotion of all time, let’s cover it live on national TV on the largest TV network. Simple, right? No. We, along with the Rede Globo TV network, found a way to make a never-before tried project feasible: airing live bulletins direct from the Plant - a great effort involving different departments of the broadcaster, the agency and also the client. Anchored by Ciça Guimarães, the bulletins had 14 insertions on July 21 and 22, showing what was happening at the Plant, interviewing sales personnel and VW executives, who talked about the price promotions and invited the public to come to the VW fairs throughout the country. We achieved record-breaking results: in two days, 25,000 people passed through the Plant and 6,000 cars were sold around the country – the highest sales results in any given weekend ever. The idea for this project originated within the Media department. All operational aspects were handled in non-traditional ways in order to best serve the idea. This was accomplished in partnership with Brazil's top network TV, which usually has strict policies. The involvement of the Media department was instrumental every step of the way in making this project feasible. Thanks to an idea from the Media Department and a strong effort to make it possible on the part of Rede Globo, the special Show de Gols Volkswagen bulletin was aired live during the weekend 14 times (with a security delay of 15 minutes), communicating directly from its São Bernardo Plant all the information about a major promotional effort on the part of the carmaker.The great importance of the fair (with crash-tests, test-drives, plant visits, among other attractions) was shown live on network TV (Rede Globo). The 60” bulletins formed part of their regular programming during that weekend.

The idea for this project originated in the Media department and was developed in conjunction with the publisher and the other departments within the agency.