Cannes Lions

CHEVROLET

McCANN ERICKSON ADVERTISING, Sao Paulo / GENERAL MOTORS / 2005

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

The programme 'Chevrolet Now' was then created. In his game show, Faustão interacted with participants and strengthened and enhanced the image of Chevrolet products, showing the advantages offered by the Chevrolet dealers network and inviting consumers to engage in the promotion. The game show had a nationwide broadcast of approximately 10 minutes, reaching an average audience rating of 25%, which corresponds to 13 million TV viewers.

Outcome

16 million coupons sent; 202,000 participants; 35% of people polled said the promotion played an important role in their purchase decision; 261,700 visits to GM Dealers; 169,487 test drives; 202,080 new consumers registered.

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