Insecurity, prejudice, intolerance, eyes staring at mobile screens. All these things MADE PEOPLE DISCONNECT WITH THEIR CITIES THE MOMENT THEY GOT INSIDE THEIR CARS.stuck people inside their homes. For the Chevrolet Tracker's launch, we took a stand: WE encouraged the population to take back what belongs to them by right: their city. In the first Take Over of the Youtube history, we bought almost one hundred percent of the ads published in the website, during twenty-four hours. In a unique partnership with Youtube, we’ve created 17 pre-rolls and 41 films with messages about how people were taking back theirs cities, based on key words most searched on Youtube. Each pre-roll and movie was directed to the public based on their word search, at that specific moment on Youtube.

We would take-over Youtube for a whole day, through a platform domination strategy, so 9 out of 10 videos viewed should be preceeded by a Tracker message. But not any generic message. People needed to receive a personalized communication, adherent to their interests, so that it could be effective and engaging. To ensure our dominance on D-Day, we needed to develop engaging content for the media properties available in the platform. We use Youtube data intelligence to segment the most relevant themes and direct the construction of the creative messages. 90% of the media slots available on the platform that day were dominated by the 41 different versions of the manifesto created for Chevrolet Tracker.

The initiative paid off, reaching numbers never seen before on Youtube. Our 24hs takeover was capable of delivering 330 million impressions, impacting each one of the 34 million users almost 10 times. This represented 75% of all Youtube visibility for that day. The 2nd advertiser, got only 2% of SOV. Chevrolet Tracker got more than 20 million views (all-time record for a 1 day visibility), what helped Chevrolet to become the first automotive brand in Brazil to reach 100 million views in the same year.

The Youtube Takeover also had an extremely positive impact on the brand's search performance, with a 206% increase in impressions, 333% in clicks and 41% in CTR. Tracker searches quadrupled and these more than 20 million installed cookies gave Chevrolet the opportunity to continue the conversation around Tracker.