Traffic accidents are the leading cause of death among young people: Brazil ranks 3rd in the world. One of the biggest reasons: teens don’t pay attention during driver’s ed: it’s just too boring. The traditional driving classroom method just doesn't work for this connected and modern generation.

On the other hand, Chevrolet has a global mission of envisioning a future with zero crashes: our brand has compromised to see a future where our loved ones come home safely every day.So, that’s why we decided to spread our vision of a world with zero crashes in a different way. A way that sounds better than a boring classroom.

The new generation don’t pay attention during driver’s Ed: it's just boring. On the other hand, teens love to spend hours learning another kind of stuff: TikTok dances. What if we used this as an opportunity to teach how to drive? Chevrolet TikTok Driving School. We turned TikTok into a driving school. With collaboration of TikTokers and driving teachers, we covered the most important defensive driving techniques. And then, transformed each lesson into a TikTok dance— helping a new generation practice real Driving School lessons. A TikTok filter made the learning easier, and the dances more fun. And through frequent driving lesson updates, we turned Chevrolet’s TikTok profile into a real education platform for new drivers. Tiktokers influencers shared and engaged their followers in the challenge. And soon, the once boring driving lessons became a viral hit for young people, helping a new generation stay safe on the road.

The traditional driving classroom method in Brazil has difficulties engaging the new generation: it's just boring. Driving teachers shared that teens stay on phone all the time. Or just want to pass the exam to drive, without being truly interested in the safety content. On the other hand, teens love to study another kind of stuff: TikTok dances. 46% of brazilian teens are TikTok users. 5,4 hours per day is the time generally spent by them on TikTok, making Brazil the second largest country using TikTok in the world. That's why we've decided to transform the driving experience into something more cool, shareable and engaging for the youth generation: turning TikTok into a Driving School. With the help of Driving Teachers and biggest TikTok influencers in Brazil (+ 29MM followers), we’ve made an educational platform for new drivers and transformed Driving lessons into a social media trending of the moment.

We brought the biggest TikTok dancers in Brazil and defensive driving teachers together to combine their skills through virtual meetings and come to a solution: create new TikTok dances. All of them were based on automatism: a science that teaches movement and muscle memory through the body. Our Driver Teachers covered all the most important defensive driving techniques. And then, TikTok dancers transformed each exercise into a cool dance — helping teens learn real Driving School lessons through muscular memory, in which learning comes the constant repetition. A TikTok filter made learning easier, and the dances more fun. Through frequent updates, we turned Chevrolet’s TikTok profile into a real education platform, teaching multiple drive exercises in the form of dance trendings, like seat, belt, gas pedal, etc. TikTokers shared to engage their followers in the challenge. And soon, the once boring driving lessons became the TikTok trending of the moment.

TikTok influencers engaged our challenge (+ than 29MM followers). And then, we've had 24% of fanbase increase in just 6 days. 96 MM engagement. +700k new page likes. More than 2.1 billion views. 97.2 mm impressions. After those achievements, Chevrolet BR became the biggest TikTok profile among all GM brands worldwide. The biggest automotive brand channel on TikTok BR. And to continue spreading our global vision of a world with zero crushes, GM extended the TikTok Driving School platform to all of South America. With all those results, we've developed a real educational driving platform for new drivers on a social media platform. And soon, the once boring driving lessons became a viral TikTok hit for young people, helping a new generation in multiple countries stay safe on the road.