We found a non conventional media to contact the target during high attention and credibility moments using a simple and daily communication content adapted to the target jargon. We also developed messages that were read live by the radio operator from the central office in a funny and casual way about the taxi 7:24 letting them know attributes and raising its benefits.

100% of Chevrolet dealers reported an increase in the visits from taxi drivers motivated by the curiosity generated by the radio activities. The strategy helped increase sales from 90 to 680 units in only two months, and also recovered the brand's leadership in the category, up from 34% to 41%.