27th São Paulo Automobile Trade Show, held from Oct,24th to Nov,11th, 2012. The 2,750-m2 booth of Chevrolet derived inspiration from the “Life’s Journey” theme, following GM’s line of global communication. The “Tree of Life” format was divided in 5 spaces: Luxury, Family, Young, Utility, and Design.

The grand attraction was the “Chevrolet Music Festival”, show-casing 10 Brazilian pop stars: Dinho Ouro Preto, Maria Gadu, Frejat, Wanessa Camargo, Ed Mota, Ana Carolina, Escola de Samba Vai-Vai, etc.

Never before has such a cast been gathered in the Auto Show, besides actions which were innovating, interactive, and active in the social media.

GM took a stand in the history of the 2012 Auto Show and established a new level of brand experience with the public in events in Brazil. The Chevrolet Music Festival generated a 220,000-plus concentration of people in the concerts. Much spontaneous media in printed and electronic media, social networks, and immeasurable unfolding online: nearly 63,500 views of the YouTube-posted concerts, and 4,500 videos posted spontaneously by the general public.

Winner, for the second time in a row, of the “Best Booth” award of the 2012 Auto Show, by unanimity of jury of journalists from the Brazilian Motor Press Association.