Communicate, in a differentiated manner, the launch of a new fuel-usage concept for Chevrolet Corsa Line engines: the Flexpower range of engines are able to use alcohol or gasoline. The concept was aimed at youngsters between 18 and 24 years old.

The Corsa Flexpower launch campaign involved several communication vehicles, and the 'MTV Magazine' holographic cover was the piece that caused the greatest impact, with great recognition among the target violence. It also involved the smallest investment compared to the other pieces.

The project differentiation was made possible through a joint effort from McCann’s media and MTV’s commercial directors. We inserted the product picture on the cover of the magazine, and the desired movement was enabled by the holographic process. The insertion of a cover ad in an Editora Abril title, which had never been done before, inaugurated the use of this technology in print communication vehicles in a pioneering manner.

We used holography on 'MTV Magazine’s' cover exclusively and complemented the action with a second cover and third page ad in the same issue. The launch ad was also published in Editora Abril’s leading titles: 'Veja SP' and 'RJ', 'VIP', 'Playboy', '4 Rodas', 'Superinteressante', 'Boa Forma' and 'Nova'. Also highlighted is the fact that the holographic cover visibility was amplified in the TV Capsules aired on MTV-Music Television and MTV’s portal.

We developed with Editora Abril Publishing Company – MTV Magazine, a new and pioneering project where we dared publish the publicity message on the magazine’s cover using the technical resource of Holography. The campaign objectified the coverage of AB-class youngsters between 18 and 24. A segment of public little exposed to the mediums due to their lifestyle and the fact that they are linked to out-of-home activities. The magazine medium was defined due to the elevated selectivity of publics, being responsible for the differentiated action, and the title that best met the expectations regarding editorial content and target-public coverage was MTV Magazine.

Alexandre Filizola