Cannes Lions

RETAIL

PUBLICIS SALLES CHEMISTRI, Sao Paulo / GENERAL MOTORS / 2015

Presentation Image
Case Film
Presentation Image
Film
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Overview

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Credits

Overview

Description

A man driving a Chevrolet Cruze sees a tight parking spot in the middle of a street. In fact, it’s so tight that he requires some help.

Execution

After the experiment was carried out, we developed a plan for its sharing across the digital channels. The brand's Facebook page was the first to share the YouTube link for the video with its followers, creating a positive and engaging conversation with them about women and cars. Then, we reached out for bloggers, celebrities and opinion influencers who would help spreading the word about the campaign in a fun and relevant way. These efforts combined helped the brand achieve unforeseen results in terms of PR and digital engagement.

Outcome

The video was watched over 3 million times on YouTube and Facebook, becoming the digital content with most interactions in the history of the brand, with 98% of positive comments. Besides lots of PR and free media exposure across multiple websites, the brand had a 75% increase in the number of unique visitors to its planned maintenance scheduling website. Sheryl Sandberg, Facebook’s COO and great advocate for women’s rights, shared the video inside the company not only as an example of how to address the issue, but also as a success story in terms of user engagement on Facebook.

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