Chevrolet Promo, Case study ALL TERRAIN by Sancho BBDO Bogota

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Industry Cars
Media Promo & PR, Case study
Market Colombia
Agency Sancho BBDO Bogota
Art Director Hector Niel, Ivan Gutierrez
Copywriter Alexis Alvarez, Andres Norato, Damián Montañez, Eduardo Carvajalino, Namary Miranda, Daniel Mosquera, Daniel Fierro
Released November 2009

Credits & Description

Category: Best Localisation Campaign
Product/Service: CHEVROLET SUV
Date of First Appearance: Nov 11 2009 12:00AM
Chief Creative Officer: Giovanni Martínez (Sancho BBDO)
Chief Creative Officer: Hugo Corredor (Sancho BBDO)
Copywriter: Andres Norato (Sancho BBDO)
Art director: Claudia Murillo (Sancho BBDO)
Copywriter: Eduardo Carvajalino (Sancho BBDO)
Art director: Oscar Bejarano (Sancho BBDO)
Copywriter: Damian Montañez (Sancho BBDO)
Copywriter: Daniel Alvarez (Sancho BBDO)
Art Director: Hector Niel (Sancho BBDO)
Account Manager: Maria Alejandra Peñalosa (Sancho BBDO)
Account Manager: Carlos Felipe Romero (Sancho BBDO)
Marketing Manager: Juan Manuel Hoyos (GM Colombia)
Advertising Manager: Angela Duran (GM Colombia)
Media Director: Liliana Luque (OMD Colombia)
TV Producer: Mercedes Medina (Sancho BBDO)
Product Manager: Diana Polo (GM Colombia)
Account Manager: Carlos Felipe Arango (Sancho BBDO)
Copywriter: Namary Miranda (Sancho BBDO)
Art Director: Ivan Gutierrez (Sancho BBDO)
Copywriter: Daniel Mosquera (Sancho BBDO)
Media placement: TV Spots - Caracol TV, Warner Channel, Fox, Discovery Channel, MGM, History Channel, Axn, N - 11 March 2010
Media placement: Radio Sponsors - Vibra 104.9, Los 40 Principales 97.4, Candela Stereo 105.9, La W 99.9, Tropicana - 12 Nov 2009
Media placement: Magazine - Soho, Don Juan, Dinero, Jet Set - 12 Nov 2009
Media placement: Outdoor - Bus Shelter, Airport, Malls, Restaurant Hoardings, - 15 Dic 2009
Media placement: Cinema - Cinecolombia - 15 Jan 2010
Media placement: POP - Malls - 15 Feb 2010
Media placement: Restaurants - Menu All Terrain Hamburgers And Pizzas - 12 Nov 2009
Media placement: Internet - Magazine Sites Don Juan, Semana, Soho - 13 March 2010

Results and Effectiveness
Sales took off at uncontrollable speed, the inventory for one year was sold out in just two months of campaigning. Models like the Chevrolet Captiva were expecting sales of 60 units and they made over 380 units in less than a month. About 650 people are in the waiting lists. On Facebook the first week we had over 1,000 friends. Friends now exceed the 4,500. The stand-up comedy, which was planned for one month, was extended for two months with full house in all presentations.

Creative Execution
TV Interactive ads taught us that a 4x4 vehicles arrived at the place where they sell the magazine or the place where you take the photo to the cover model. In hoardings we use the environment to explain the concept. In radio, were chosen as "image" of the campaign the speakers of the radio stations. In the street we could buy an "All terrain" hamburger, or tune the reality that chooses the "All terrain" Colombian. We created a group on Facebook "Soy Un Todo Terreno (I'm All-Terrain Person)" for people to join us in order to define the "All terrain" attitudes. The input that we got from Facebook helped us to build a stand-up comedy, accompanied by a famous comedian in Colombia. "All terrain" attitudes were to sponsor, like the one of Nelson Cardona, the first guy that attempt to climb Mount Everest without oxygen and with a prosthesis on his right foot.

Insights, Strategy & the Idea
Everybody was disputing the title of the rudest, although when their real differences were not many. Then we wonder: Is it necessary to compete in a territory so muddy? We stopped talking about what our cars were able to do, to start talking about what the people who drive the vehicles could do. We began to adjudge the word "All terrain" that is generally used to describe 4x4 vehicles, to its drivers, telling them "If you are an 'All terrain' person, have something to help you get where you want".