Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: GENERAL MOTORS DO BRASIL
Product/Service: NEW CHEVROLET CRUZE
Agency: MOMENTUM BRAZIL
President: Marcos Lacerda (Momentum Brazil)
Chief Creative Officer: Danilo Moraes (Momentum Brazil)
Account Director: Carlos Martins (Momentum Brazil)
Creative Director: Adriano Cerullo (Momentum Brazil)
Production Director: Marcio Nicolini (Momentum Brazil)
Copywriter: Fabio Rebouças (Momentum Brazil)
Art Director: Diego Rosal (Momentum Brazil)
Producer: Romeu Amaral (Momentum Brazil)
Producer: Rafael Casanova (Momentum Brazil)
Film Director: Octavio Avila (Image Concept Produtora)
Cameraman: Hélder Paixão (Image Concept Produtora)
Cameraman: Roberto Lopes (Image Concept Produtora)
Assistant: Leandro Barini (Image Concept Produtora)
Assistant: Rodrigo Rodrigues (Image Concept Produtora)
Media placement: Customized Audio Spot - In-Store - 01/11/2011
Describe the objective of the promotion.
Promote the launch of the GM Cruze in Brazil through a non-media effort, using the concept 'It’s Chevrolet innovating again' which praises a new life, away from humdrum routine.
Describe how the promotion developed from concept to implementation.
Based on this launch concept, we thought of proposing a new way to communicate it, conveying a positive message through a channel normally used in negative announcements: Through the audio system of strategically mapped spots. In the end, we paid a public homage to owners and also promoted the model for potential buyers.
Explain why the method of promotion was most relevant to the product or service.
At an incredibly low cost, we simultaneously made a post-sales and disclosure action, congratulating owners on their purchases, impacting people around them and communicating the launch’s main attributes in an unusual way.
Describe the success of the promotion with both client and consumer including some quantifiable results.
In just 1 month of action, we impacted 160 vehicle owners and more than 43,000 people with the profile of the audience who was around. And all this using an extremely simple and cheap channel in a totally unexpected way.