Aiming at attracting potential customers to the Chevrolet Dealership Network at a moment of intense market competition throughout the country, we created the Chevrolet Show. The action was aimed at increasing GM’s Brazilian market share, since all the participants of the TV show had to register and consume Chevrolet products.

The new commercial format used in the show ensured profitability never before seen on Brazilian television. The cost adopted for its execution didn’t use the network’s price list for 30” commercials as a reference, but the production costs incurred by the network. Thus, we obtained discounts exceeding 75%, whilst the usual discount practice in the market is around 25%.

63 programmes of 27 minutes were broadcast, with the commercial involvement of opening and closing vignettes, TV capsules and 30” commercials. The result for Chevrolet was a total of 5,400 GRPs/tarp, covering 97% of the entire Brazilian territory and conquering a 5.9 frequency average throughout the exposure time. The massive brand exposure in the show and the products exclusively developed for this purpose also stand out. Over 12 million spectators followed the game show daily, mobilising entire families and dealerships, which rooted for the success of their representatives.

The Chevrolet Show demonstrated enormous mobilising strength, simultaneously connecting the potential public and their families, GM, dealerships, and the SBT TV network. The results, directly proportional to GM’s market objectives, reached 11 million coupons, enabling the registration of over 300,000 new potential consumers throughout the country. Research executed with 450 consumers to asses the efficiency of the show indicated that 86% recalled and felt motivated to participate in the promotion, 64% watched the show regularly, and 29% purchased a new Chevrolet automobile.

Inspired by the international 'Wheel of Fortune' TV show format, we created the Chevrolet Show on SBT – an important Brazilian open TV network. The game is shown at prime time on Monday to Friday. The most important and popular Brazilian host – Silvio Santos – was the anchorman of the show ensuring audience success and giving life to the communication platform for the entire universe of Chevrolet products such as cars, parts, test drives, visits to dealerships, etc. The public participates in the show through electronic coupons, received depending on the cost of purchases of products and visits to Chevrolet.

Reginaldo Ferrante