ZAFIRA ECHOES by Publicis Sao Paulo, Salles Chemistri Sao Paulo for Chevrolet

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ZAFIRA ECHOES

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Industry Cars
Media Promo & PR, Case study
Market Brazil
Agency Publicis Sao Paulo
Agency Salles Chemistri Sao Paulo
Creative Director Victor Hayashida
Art Director André Marques
Copywriter Pedro Furtado
Released March 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: GENERAL MOTORS DO BRASIL
Product/Service: CHEVROLET ZAFIRA
Agency: PUBLICIS BRASIL
Agency: SALLES CHEMISTRI
Date of First Appearance: Mar 15 2011
Entrant Company: SALLES CHEMISTRI, Sao Paulo, BRAZIL
Entry URL: http://heyvote.us/media/echoes
Chief Creative Officer/Executive Creative Director/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)
Accounts: Rodrigo Rossetto (Salles Chemistri)
Production: Monica Souza (Salles Chemistri)
Production: Deocleciano Junior (Salles Chemistri)
Production Company: MA7 Filmes (MA7 Filmes)
Video Director: Fernando Capuano (MA7 Filmes)
Media placement: Ambient Media - Chevrolet Dealerships - 15/03/2011`

Insights, Strategy & the Idea
Zafira has the largest interior space of the category. But, rather than just show this, we wanted people to interact with this interior space. So we transformed their own voices into a medium in itself.

Creative Execution
We went to the point-of-sale and installed 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, emphasising its internal space.

Results and Effectiveness
Using an echo, we drew peoples’a attention to the car’s main attribute: over 80% of the visitors spontaneously commented on the car’s interior space. Apart from that, we succeeded in making the Zafira the most visited car in dealerships.