TAXI ROCKOLA CHEVROLET: TAXI ROCKOLA CHEVROLET

Credits:

Type of Entry: Product & Service
Category: Cars & Automotive Services
Title: TAXI ROCKOLA CHEVROLET
Advertiser/Client: GENERAL MOTORS COLMOTORES
Product/Service: TAXI 7:24 CHEVROLET
Entrant Company: SANCHO BBDO COLOMBIA Bogotá, COLOMBIA
Advertising Agency: SANCHO BBDO COLOMBIA Bogotá, COLOMBIA
Creative Credits
Name Company Position
Hugo Corredor Sancho BBDO Vp Creative Director
Giovanni Martínez Sancho BBDO Vp Creative Director
Andrés Norato Sancho BBDO Copywriter
Claudia Murillo Sancho BBD0 Art Director
Luis David Parra Sancho BBDO Copywriter
Iván Gutierrez Sancho BBDO Art Director
Leonardo Salgado Sancho BBDO Graphic Designer
Carolina González Sancho BBDO Account Executive
Jose Daniel León Sancho BBDO Account Executive
Carlos Felipe Arango Sancho BBDO Account Manager
Details
Results and Effectiveness:
The taxi drivers were so identified with the brand, that they looked at it again as a closer brand which generate's their trust. The perception of the taxi 7:24 improved so much with the campaign, that we achieved a 25% increase in sales. By December 2008, at the closure of the campaign, the monthly sales reached 52% more units than when we launched “Taxi Rockola”, and nearby competitors reduced theirs by 18% in the same period. We went from selling 289 units, to currently selling 403 units, for a total closure of the campaign with 2015 units sold.
Creative Execution:
The creative strategic solution was to convert the target into the main character of the campaign. Because of the target profile, radio became our principal media, however, media such as outdoor, ambient, print and TV allowed us to strengthen different moments of the campaign.
Insights, Strategy and the Idea:
We needed to regain the leadership that the Taxi 7:24 Chevrolet was losing a year ago on the market. The target are colombian taxi drivers who had begun to lose confidence in our brand and in our taxi 7:24 Chevrolet. If a taxi driver transports and talks with so many passengers daily, they should have lots of good stories to tell. We found a natural way to bring the brand to the