Our mission was to accomplish the following communication objectives: demonstrate the purchase values of a Chevrolet product. Show the good business opportunities offered by the Chevrolet dealers network, aiming at increasing GM’s market share. Foster consumers’ participation in a promotion by means of a qualified mailing.

16 million coupons sent; 202,000 participants; 35% of people polled said the promotion played an important role in their purchase decision; 261,700 visits to GM Dealers; 169,487 test drives; 202,080 new consumers registered.

The programme 'Chevrolet Now' was then created. In his game show, Faustão interacted with participants and strengthened and enhanced the image of Chevrolet products, showing the advantages offered by the Chevrolet dealers network and inviting consumers to engage in the promotion. The game show had a nationwide broadcast of approximately 10 minutes, reaching an average audience rating of 25%, which corresponds to 13 million TV viewers.

Faustão’s unquestionable experience and influence have decisively contributed for arousing consumers’ interest towards the promotion, compelling them to visit a GM dealer, what ended up by generating expressive results from the first week the game show was launched.The increasing number of coupons received by Chevrolet and of registrations made at GM dealers showed that this promotion had an impact even higher than the previous one with more buyers and sales of more expensive models.

We created and implemented a promotional campaign at Globo TV Network, presented by the renowned TV showman Faustão. The promotion consisted of a game show where Chevrolet customers (car buyers) ran in for 3 GM cars per week, cars which could be won by a single participant. At the end of the campaign, there was a mega draw awarding the customers with up to 12 cars.

In addition to the prizes, what certainly attracted consumers’ participation was the fact that the game show was inserted in the programming of a famous Sunday TV programme with high audience ratings.In order to participate, consumers had to register at the GM dealer and the number of coupons was determined by the amount spent on the purchase of a Chevrolet vehicle.