Chevrolet DM ZAFIRA ECHOES by Publicis Sao Paulo

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Industry Cars
Media Direct marketing
Market Brazil
Agency Publicis Sao Paulo
Creative Director Hugo Rodrigues, Victor Hayashida
Art Director André Marques
Copywriter Pedro Furtado
Released March 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Date of First Appearance: Mar 15 2011
Entrant Company: PUBLICIS BRASIL, Sao Paulo, BRAZIL
Entry URL:
Chief Creative Officer: Hugo Rodrigues (Salles Chemistri)
Executive Creative Director: Hugo Rodrigues (Salles Chemistri)
Creative Director: Hugo Rodrigues (Salles Chemistri)
Creative Director: Victor Hayashida (Salles Chemistri)
Art Director: André Marques (Salles Chemistri)
Copywriter: Pedro Furtado (Salles Chemistri)
Account Executive: Eduardo Megalle (Salles Chemistri)
Account: Rodrigo Rossetto (Salles Chemistri)
Production: Deocleciano Junior (Salles Chemistri)
Production: Monica Souza (Salles Chemistri)
Production Company: MA7 Filmes (MA7 Filmes)
Video Director: Fernando Capuano (MA7 Filmes)
Media placement: Ambient Media - Chevrolet Dealerships - 15 March 2011

Describe the brief/objective of the direct campaign.
Show to each person who visited the Zafira its interior space and make them interact with the car inside dealerships.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To speak of this attribute, we went for a different approach. We made people interact with the car’s interior space. We created a system that made the consumer’s voice echo inside the car:
1. We installed hidden microphones inside the Zafira, wired to the car’s sound system;
2. The voice captured by the microphones went through a filter that produced an echo effect.
3. Whenever anyone spoke inside the car, he heard his own voice echoing inside the car’s sound system, emphasizing its internal space.

Explain why the creative execution was relevant to the product or service.
We drew peoples attention to the car’s main differential in an unexpected way: the surprise caused by the echo of their own voices made consumers spontaneously speak about the car’s interior space.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
• Over 80% of the visitors spontaneously commented on the car’s interior space.
• The Zafira became the most visited car at dealerships.
• Visitation time inside the Zafira more than doubled.