The aim was to inform Colombian taxi drivers about the new Chevrolet Taxi 7:24 and its benefits.

100% of Chevrolet dealers reported an increase in the visits from taxi drivers motivated by the curiosity generated by the radio activities. The strategy helped increase sales from 90 to 680 units in only two months, and also recovered the brand's leadership in the category, up from 34% to 41%.

We found a non-conventional media capable of engaging with target during high attention and credibility moments, by using a simple daily communication with content adapted to the target's jargon. The radio operator read the messages live from the central office in a funny and casual tone, letting the drivers know about the Taxi 7:24 and its attributes and benefits.

We went beyond the normal touchpoints in the lives of the taxi drivers. We found a unique and unexpected way of contacting them directly and giving them valuable information about the taxi model in their own language, and capitalising heavily on the centrality of the radio systems in their day-to-day work.

In Bogota, 90% of taxi drivers have a radio system, which allows them to book door-to-door jobs that have been called in to the central taxi office. It is a very important work tool. We took advantage of the high level of attention that is placed on this medium, turning the radio systems into a direct communication channel with our target. We were effectively pioneers in the use of this radio system as an advertising medium.