Cannes Lions

TAXI 7:24 CHEVROLET

SANCHO BBDO, Bogota / GM / 2009

Overview

Entries

Credits

Overview

Execution

To show how good our cab was through the stories that experienced those who once bought a Chevrolet 7:24 cab.Create the “Taxi Rockola Chevrolet”, an activity that asked taxi drivers something very simple. TO WRITE THE BEST STORY THAT EVER HAPPENED TO THEM IN THEIR TAXI 7:24 CHEVROLET. The two best stories, became songs of the popular music artists beloved by taxi drivers; PETER MANJARRES and JHONNI RIVERA.

Outcome

The songs turned taxi drivers into the main characters of the campaign, and we made them feel our brand closer to them, they felt we perfectly understood their work needs.The perception of the Taxi 7:24 improved, and this increased sales by 25%.By December 2008, at the closure of the campaign, the monthly sales reached 52% more units than when we launched “Taxi Rockola”, and nearby competitors reduced theirs by 18% in the same period.We went from selling 289 units, to 403 units.2015 units sold at the closure of the campaign.

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