Within all of Chevrolet's media, print, social, etc., we shared their new bikes, showcasing the safe and right way to share the road with cars.

Beginning on March 28th, Chevrolet launched the National Campaign for their bicycle across all media channels in Ecuador via national TV, print, out of home media, web and social platforms. The three week campaign was accompanied by a PR plan that highlighted Chevrolet’s support of road safety.

Within the three weeks, Chevrolet, reached more than 50% of the year's sale expectation. With over 200k impressions in social media and nearly 100,000 USD earned in media, people are now being more careful with cyclists on the road.

For Chevrolet getting into the bicycle business presented a huge opportunity to generate positive reactions from people by trying to change a behaviour on the streets and generating a new driving culture.

While bikes are gaining relevance as means of transportation, traffic accidents involving cyclists are growing each day. With approximately 100 cases a year and the deaths of several famous cyclists and bicycle activists within the past few years, a lot of buzz and adverse reactions had been generated from people in the last year.

The campaign was intended to attract the young adults who are actively choosing bicycles as their main means of transportation We decided Chevrolet could create social consciousness by taking responsibility as one of the other main mode of transportation via roads:

"Lets share the road.”

Getting into the bicycle business was a questionable move for Chevrolet. In Ecuador, a country well engrossed in the environmental and social impact of cars, Chevrolet is responsible for more than half of the cars in the streets.

They needed to launch their new line of bicycles without compromising their core business.

This campaign was intended to generate awareness about this new product and achieve high grossing sales of their whole stock by the end of the year.