TODOTERRENO COLOMBIANS by Sancho BBDO Bogota for Chevrolet

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TODOTERRENO COLOMBIANS

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Industry Cars, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Colombia
Agency Sancho BBDO Bogota
Released October 2009

Credits & Description

Category: Best Research
Advertiser: GM COLMOTORES
Product/Service: 4X4 SUVS
Agency: SANCHO BBDO COLOMBIA
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: OMD COLOMBIA, Bogotá, COLOMBIA
Entry URL: http://www.facebook.com/#!/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 Director: William Zapata (OMD Colombia)
Account Manager: Carlos Felipe Romero (Sancho BBDO)
Account Manager: Maria Alejandra Peñalosa (Sancho BBDO)
Creative Copy Director: Luis Daniel Alvarez (Sancho BBDO)
Strategy Director: Leonardo Vargas (OMD Colombia)
Media placement: CD with video - Facebook + Leonardus Theatre - 19/10/2009

Results and Effectiveness
Research: 4,000 fans naturally surveyed Page views: 8,000 Average of interaction per publication: 10 "I like it": 414 99% of statistical confidence

Creative Execution
We were first on making an online social ethnographic group in Colombia that fed the first stand-up comedy by a brand, created by the brand’s target that had: 1. A strategy in social networks to recruit fans with TODOTERRENO attitudes and behaviours. 2. A management of the fan page that encouraged fans to comment, post videos, photos and manifests, letting us grab real insights. 3. A joint venture with one of the most important stand-up comedy showmen in Colombia that led us to design the script of the show, using the insights and data collected, to connect audience to the brand’s communication strategy. 4. We positioned the brand in a fun and different way that tied behaviours from the brand and behaviours from its target. 5. We developed a multi-media strategy to promote the stand-up comedy as a cultural event.

Insights, Strategy & the Idea
GM wanted a different approach to “performance” communication strategies in the SUV 4X4 category. The approach was to develop a link under the concept “TODOTERRENO Colombians”. The campaign focused on Colombians’ attitudes and daily behaviours to achieve involvement and identification with the TODOTERRENO brand spirit (fun, passion, adaptability and challenges). Beyond experimental research, the challenge was to create a continuous flux of insights from the Colombian TODOTERRENO culture, so we could connect ourselves with consumers’ reality and compensate for the technical weaknesses of traditional research in terms of spontaneity and statistical reliability. The flux of insights was taken from Facebook (top social network in Colombia), where we created a group and encouraged the fans to talk about the TODOTERRENO attitude represented in stories, videos and photos. With this material we developed the script of a stand-up comedy. The show became a communication channel created BY the consumer TO the consumer that reflected the attitudes by the target and delivered the brand’s promise.