Chevrolet was considering to change the old Stock Car model to Vectra model. Actually this fact was being very expected by the client, once this innovation would give a new positioning to Vectra and consequently growth the event interest. Instead of airing the campaign in the traditional media, we negotiated the event to be broadcast through the main open TV Network, Rede Globo, and its sports cable TV, SporTV Channel . Since that time, the Stock Car has been integrated in the car racing scope in the regular programming/schedule, reaching high rating levels (12%), attracting news sponsors for the pilots, theirs cars and for the event in TV. Besides all the visibility the event provide Chevrolet is a video sponsor, improving the strong relationship among the brands (Chevrolet Stock Car). In order to improve the relevance of the event, the media team suggested to the vehicles to pay for the broadcast rights, which allowed to sell a sponsorship quota in a very good price, attracting then, more sponsors. This submission is special because we got change a declined event (in Brazil , all the racing cars are Chevrolet ) in a high interest car racing competition, attracting the audience and also the best pilots in the category. Moreover , it provided a strong association of Chevrolet Vectra brand as a high performance, technology and competitive product, with 50% lower investment compared to the last year.

In order to improve the relevance of the event, the media team suggested to the vehicles to pay for the broadcast rights, which allowed to sell a sponsorship quota in a very good price, attracting then, more sponsors.