Rescue Drive by Monumenta for Chevrolet

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Rescue Drive

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Industry Cars
Media Film
Market Brazil
Agency Monumenta
Copywriter Leo Henrique
Production Cadline
Released May 2012

Awards

London International Awards 2012
Non-Traditional Guerrilla Marketing Bronze Winner

Credits & Description

Entrant: Monumenta, Brasília
Chevrolet Cobalt - "Rescue-drive"
Corporate Name of Client: Orca Chevrolet
Client Account Director: Julio Cesar Santos
Agency Account Director: Bruno Botafogo
Account Manager: Thiago Botafogo
Planner: Fernando Torres
Agency: Monumenta, Brasília
Creative Directors: Raphael Pontual/Ezio de Castro
Copywriter: Leo Henrique
Art Directors: Glauber Dorotheu/Paulo Ribas/ Cloves Menezes
Executive Agency Producer: Marcia Stolet
Agency Producer: Gláucia Oliveira
Production Manager: Rosely Youssef
Production Company: Cadline Produções
Description of the Project
Challenge: To launch the new Chevrolet Cobalt, bringing a unique experience with Orca Chevrolet dealer.
Idea: To introduce the Chevrolet Cobalt at the exact moment that people are most thinking about changing their old cars: when they break down. A partnership was established with a tow car company and the Chevrolet Cobalt was taken to people that called asking for the service. They were invited to take a test-drive to their destination and to introduce themselves to the car.
Result: The new Chevrolet Cobalt launch was a success for the client. The demand for the car increased considerably and there were waiting lists at the dealers. In addition, all the consumers that participated took the test-drive in an unexpected moment and started to consider the car for their next purchase.