Chevrolet Promo, Case study TODOTERRENO COLOMBIANS by Sancho BBDO Bogota

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Industry Cars
Media Promo & PR, Case study
Market Colombia
Agency Sancho BBDO Bogota
Released October 2009

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: 4X4 SUVS
Date of First Appearance: Oct 29 2009 12:00AM
Entrant Company: OMD COLOMBIA, Bogotá, COLOMBIA
Entry URL:!/TodoterrenoChevrolet?ref=ts
Media Account Manager: Liliana Luque (OMD Colombia)
Business Director OOH: Katty Fuquen (OMD Colombia)
Innovation Director OOH: Carolina Bautista (OMD Colombia)
Digital Director: Pedro Sanz (OMD Colombia)
Customer Services/Strategy Account Manager: William Zapata (OMD Colombia)
Account Manager: Carlos Felipe Romero (Sancho BBDO)
Account Excecutive: Maria Alejandra Peñalosa (Sancho BBDO)
Creative Copy Director: Luis Daniel Alvarez (Sancho BBDO)
Strategy Manager: Leonardo Vargas (OMD Colombia)
Media placement: CD with Video - Theatre Plays at Leonardus Theatre - 24/11/2009

Results and Effectiveness
BRAND • 100% of available units sold. • We positioned the “TODOTERRENO” concept as a slang word and a way to describe a person that is ready to face everything. PLAY • The stand-up comedy was a success: We got favourable free press, filled-up the 90-day season shows. • The stand-up comedy was invited to the Ibero -American Theatre Festival of Bogotá. • We could recover the investment through ticket sales. WEB • In 10 days we got 1,000 fans on Facebook and in 90 days 3,994 that created 1,126 interactions. • The success of the strategy created a second phase with a “TODOTERRENO Colombian” contest.

Creative Execution
These are the steps we took to produce the “TODOTERRENO Colombians” stand-up comedy: 1) Developed a fan page on Facebook “I am a TODOTERRENO Colombian”. 2) Got the fans to put stories, photos and videos about their own all terrain experiences on the fan page. 3) With the experiences posted on the page, we created the script of the comedy, based on real insights. 4) Through a famous Colombian comedian, we exposed the “TODOTERRENO spirit” of the 4x4 SUVs onstage. 5) We made possible for the fans and to every Colombian, to see themselves represented and connected all along the 90-minutes comedy, with the new brand positioning on a subtle, fun interactive and relevant way. 6) We involved a massive promotion of the play as a cultural event, and first invited our fans from the fan page to the premiere of the show.

Insights, Strategy & the Idea
GM wanted a different approach to “performance” communication strategies in the SUV 4X4 category. So we introduced the concept “TODOTERRENO Colombians”. The campaign used the target’s attitudes and daily behaviour, to achieve involvement and identification with the brand and the “TODOTERRENO spirit” (fun, passion, adaptability, challenges, and resources) We put together 3 factors: 1) A deep investigation of real insights from consumers that linked the communication concept with the TODOTERRENO attitudes from the target. 2) The boom of stand-up comedies talking about different stereotypes of Colombians. 3) The power of social networks to share and generate collective content and concepts. We created the first stand-up comedy made by a brand, where consumers generated its content and identified with the strategy: “TODOTERRENO Colombians”. A TODOTERRENO is someone who doesn’t get scared by challenges, always takes risks, never gives up, doesn’t hesitate, assumes different roles, is flexible, is encouraging, and goes forward by all means.