Chevrolet: ZAFIRA ECHOES

Credits & Description:

Category: Best Use of Audio

Advertiser: GENERAL MOTORS DO BRASIL

Product/Service: CHEVROLET ZAFIRA

Agency: PUBLICIS BRASIL

Agency: SALLES CHEMISTRI

Date of First Appearance: Mar 15 2011

Entrant Company: SALLES CHEMISTRI, Sao Paulo, BRAZIL

Entry URL: http://heyvote.us/media/echoes

Chief Creative Officer/Executive Creative Director/Creative Director: Hugo Rodrigues (Salles Chemistri)

Creative Director: Victor Hayashida (Salles Chemistri)

Art Director: André Marques (Salles Chemistri)

Copywriter: Pedro Furtado (Salles Chemistri)

Account Executive: Eduardo Megalle (Salles Chemistri)

Accounts: Rodrigo Rossetto (Salles Chemistri)

Production: Monica Souza (Salles Chemistri)

Production: Deocleciano Junior (Salles Chemistri)

Production Company: MA7 Filmes (MA7 Filmes)

Video Director: Fernando Capuano (MA7 Filmes)

Media placement: Ambient Media - Chevrolet Dealerships - 15 March 2011



Insights, Strategy & the Idea

Zafira has the largest interior space of the category. But, rather than just show this, we wanted people to interact with this interior space. So we transformed their own voices into a medium in itself.



Creative Execution

We went to the point-of-sale and installed a system that made the consumer’s voice echo inside the car:

1. We installed hidden microphones inside the Zafira, wired to the car’s sound system.

2. The voice captured by the microphones went through a filter that produced an echo effect.

3. Whenever anyone spoke inside the car, he heard his own voice echoing inside the car’s sound system, emphasising its internal space.



Results and Effectiveness

Using an echo, we drew peoples’a attention to the car’s main attribute: over 80% of the visitors spontaneously commented on the car’s interior space. Apart from that, we succeeded in making the Zafira the most visited car in dealerships.