Develop an impactful promotional action whose objective was to promptly leverage sales, giving Chevrolet the leadership in the Brazilian automobile market for the very first time in 80 years.

In order to greatly foster consumers’ participation, the prize recommended for this promotion was a brand new Chevrolet Corvette - surely the object of desire of our target.

The total investment was relatively low, 4% of the overall project (US$ 15,000). The campaign objective has been achieved: “attract consumers and engage them in the promotion”.The promotion reached 15,568,944 coupons in 2 months; one of the greatest results ever, helping Chevrolet to conquer the leadership in the Brazilian automobile market in 2004.

In this case we can see the perfect integration of the recommended media action and the message. The people who passed by the strategic sites where the billboards were installed were captured by the image of the Corvette and the sound, which faked the roar of its powerful engine, arousing attention to the promotion’s main prize.The media solution was to settle a new standard in the billboard medium in Brazil, as this resource has not been used by the automobile industry before.

Being an OOH (out of home) solution, the impact was felt immediately, generating comments on the part of consumers and the specialist press.The powerful roar of the Corvette’s engine exerted a striking influence, even on the most skeptical drivers, and memorably touched the heart of car fans. The communication objective had been accomplished, arousing consumers’ interest to join the promotion. What was once a mere object of desire was made tangible by the promotion.

Besides the conventional ways to technically generate the necessary coverage for the promotional action, we recommended a billboard campaign with innovative format absolutely unprecedented in the Brazilian market.The creative differential of the media action was the sound of its huge billboard. The core idea was to arouse attention towards the Corvette using the roar of its powerful engine as a teaser.