Chevrolet S10 is a pickup truck that has nearly 3 decades of relationship with farmers, but its new version, S10 Z71, was designed with more technologies and innovative features to attract young farmers. So, we needed to bring youth to our launch communication, creating a digital campaign that would speak directly to our target, increasing awareness, brand consideration and making the New Chevrolet S10 Z71 part of the audience's conversations.

We turned the New S10 Z71 into a sertanejo idol. In Brazil, sertanejo is the most popular genre and it’s often sung by duos. Even though, one of the biggest sertanejo singers is Zé Felipe, a solo singer. So, when he announced he was looking for a partner, we decided to help him in his search with the New S10 Z71. After evaluating candidates, Zé surprised all his fans by choosing Z71 as a partner and brought the unexpected duo “Zé & Z” to sertanejo. Inspired by his unlikely partner and its adventures, Zé Felipe created an original sertanejo song and released a music video singing to young farmers their countryside lifestyle.

Our main challenges were to differentiate Z71 within the S10 portfolio and rejuvenate the S10 brand. For this, our strategy was to focus on a younger target and use the most powerful tool to create conversation: their culture. That’s why sertanejo was the chosen universe, in addition to being the most streamed Brazilian genre, it is the one that has the most affinity with farmers. After that, we chose Zé Felipe for three strategic reasons: his father is a traditional sertanejo singer, Zé is the main voice of a new sertanejo generation and his name – Zé – sounds like the name – Z – of our new truck. With all these ingredients together, we were ready to start a conversation and achieve our launch goals

First, during a live on Instagram, Zé Felipe said he was looking for some changes in his life, like more adventures and maybe even a partner. So, we surprisingly sent the New Chevrolet S10 Z71 to a farmer influencer and invited him to meet three candidates to help Zé Felipe in his search. Each meeting became a special episode on Chevrolet Instagram profile. In the fourth episode, we went to meet Zé to find out which candidate he liked the most, but Zé chose Z71 as his partner and announced the duo “Zé & Z”. After his choice, Zé Felipe created an original song inspired by Z71 adventures and we released a music video for this new sertanejo duo with a complete digital launch strategy on Spotify, Youtube, Instagram and TikTok, turning the first "Zé & Z" song into a hit.

The campaign was a tremendous success. The Zé & Z music video reached more than 23 million views in just 3 weeks, becoming top chart on Youtube and overcoming superstars such as Adele and Taylor Swift. The episodes on Instagram with the candidates were watched by more than 6 million people, and even other famous sertanejo singers engaged and asked for an opportunity to be Zé's partner. Our challenge on TikTok raised Chevrolet to the #1 automotive profile on TikTok, with thousands of videos posted. Summing up the entire campaign, people spent more than 700 thousand hours in our branded content, generating a bunch of new organic contents like parodies, covers, reacts and more. The last but not the least, the New Chevrolet S10 Z71 sold out during the campaign.