CHALLENGE:4WD vehicles are usually shown with breathtaking landscapes and dramatic mountains. Why? Because people like to imagine all of the wonderful places they can take their off-road vehicle. In our pre-sale mailer, we decided to take it another step, and really let people imagine the places they could go.

ACTION:We invited people to share a unique experience by sending them a pair of headphones and the address to a micro-site. There, they would find a path we promised had “never been taken before.” No photographs of the vehicle. No beaches. No sunsets. Just a novel recording technique (called holophony*).People could experience a beach, countryside and a rainforest as they always dreamed it would be.After this unique experience, they received an email inviting them to see the Chevrolet Captiva at the dealership and to enjoy a unique weekend at a tourist destination of their choice - a ranch for those choosing “countryside”, a beach resort for those choosing “beach” and a safari for the ones choosing “jungle”.

RESULTS:400 pieces were sent out. 285 people visited the webpage. 190 prospects (67 %) took a test-drive of the vehicle. The action has a 16.75% return rate.

• Holophonic Sound uses the same "multiple exposure" premise as that used to create holographic images ("holograms"). The holophonic waves stimulate our brains to reproduce very realistic and truly three dimensional sounds within us, thereby stimulating other corresponding responses that our brains expect to accompany the sound (like scents or other sensations).There is a path that no one has taken.YetConnect the headphones to your computer, pump up the volume, and enter www.inventatucamino.com.ar (*) and start experiencing what you have never experienced.(*) To see this site in English enter www.mytwcl.com/CAPTIVA