Brazil faces the worst political and ethical crisis in its history. Thanks to Operation Car Wash, which has become one of the biggest corruption scandals of all time, involving politicians and big corporations. With the reputation of being corrupt, Brazilians began to trust lesser on institutions, on their governors, and especially on themselves. In this context, we saw an opportunity to generate awareness for the Chevrolet Cruze, which since its launch in Brazil has a brand positioning of change, not only in the category of automobiles but also socio-cultural. So we decided to test the honesty of the Brazilian to see if the image of a corrupt country is a reflection of its people.

To test the honesty of the Brazilian, we created the first test drive based on trust: the Chevrolet Cruze Trust Drive. We left a brand new Chevrolet Cruze unlocked and keyed in, in the center of Brazil's largest city, Sao Paulo, for anyone who wanted to drive it. A display next to the car invited people to drive and informed the driver that they just needed to leave the car in the same place and that they did not have to give any guarantee that they would come back or tell them where they would go.

The political and economic scenario in the country generated a climate of distrust in Brazil. To change this perception, we decided to leave a vehicle open, for whoever wanted to drive it, in one of the most crowded areas of the country. The goal, rather than testing whether the car would be stolen or not, was to show that the brand trusted the Brazilians in the darkest moment the country was facing.

We left a brand new Chevrolet Cruze in one of the busiest and most important avenues of São Paulo, the largest city in the country, where thousands of people of different social classes and tourists from all regions of the country circulate. The car was parked in a vacancy on the street, with test drive car stickers to catch the eye of those passing by. The only source of information people had was a totem that invited people to drive and explained that all they had to do was get in the car, drive and return it at the same place at the end. No time limit, no defined route. Hidden cameras could only capture when people were leaving with the car and returning it. At the end, drivers could share their impressions and join the conversation about trust using the hashtag #ComoDeveriaSer.

More than have zero thefts of Chevrolet Cruze, the campaign generated significant results for Chevrolet creating brand awareness through earned media in the majors top media outlets, including a 1m30s report in one of Brazil's top TV news programs. Also, the number of visits to the website increased by 154% and sales growth of Chevrolet Cruze increased by 25%. The campaign reached more than 40 million impressions and the video posted on Chevrolet's social networks have more than 10 million views and started a conversation online that showed that people had changed their perception. Additionally, some internet users edited the video and used it to support their favorites candidates for president in the elections.