THE AD YOU CAN CARRY by WMcCann Brazil for Chevrolet

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THE AD YOU CAN CARRY

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Industry Cars
Media Print, Magazine & Newspaper
Market Brazil
Agency WMcCann Brazil
Creative Director Eric Sulzer, Fernando Penteado
Copywriter Omar Caldas
Account Supervisor Juliana Almeida
Released April 2011

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: CHEVROLET
Product/Service: NEW S10 LAUNCHING
Agency: WMcCANN
Chief Creative Officer: Washington Olivetto (WMcCann)
Creative Vice President: Guime Davidson (WMcCann)
Creative Director: Eric Sulzer (WMcCann)
Creative Director: Fernando Penteado (WMcCann)
Head Of Art: Carlos "ia" Murad (WMcCann)
Art Director: Carlo "tchê" Bertuol (WMcCann)
Copywriter: Omar Caldas (WMcCann)
Account Vice President: Rodrigo Perri (WMcCann)
Account Manager: Michelle Zeger (WMcCann)
Account Manager: Aline Garcia (WMcCann)
Account Supervisor: Juliana Almeida (WMcCann)
Account Assistant: Nathalia Forshaid (WMcCann)
Planning Vice President: Aloisio Pinto (WMcCann)
Planning Manager: Deny Batista (WMcCann)
Planning Supervisor: Eric Estáquio (WMcCann)
Planning Assistant: Vinicius Aranha (WMcCann)
Planning Assistant: Lucas Carrijo (WMcCann)
Media placement: Print - Magazine - 16 April 2012
Media placement: Film - Globo - 16 April 2011

Describe the objective of the promotion.
After 16 years of being a market leader, Chevrolet S10 gets a completely new generation.
Made mainly for the rural man, we had to show that this new pick-up can stand the heat.

Describe how the promotion developed from concept to implementation.
We researched with several suppliers to be able to implement a differentiated ad. An ad made to carry a load.
Title of the ad: Load capacity of this ad:12kg. New Chevrolet S10. So useful that even the ad was made to carry the load. Printed in ultra-resistent material. Placed in the newspaper with largest circulation in Brazil. 261,000 pullouts distributed to all of Brazil, used in the most different ways.

Explain why the method of promotion was most relevant to the product or service.
The special ad was:
Printed in ultra-resistent material.
Placed in the newspaper with largest circulation in Brazil.
261,000 pullouts
Distributed to all of Brazil
Used in the most different ways.
This way everyone could associate usefulness and endurance with the new Chevrolet S10

Describe the success of the promotion with both client and consumer including some quantifiable results.
The action helped Chevrolet S10 become a hit for the public.
And in sales:
2185 units sold per month.
24.8% share
Hundreds of posts in social and specialised media.
Chevrolet S10. Second time leader