Innovation That Matters

In Brazil, campaign offers test drives to broken down motorists

Mobility & Transport

The Rescue Drive campaign from car dealership Orca Chevrolet set out to find drivers with broken-down cars and offered them a test drive of the new Chevrolet Cobalt.

When carrying out a marketing strategy, one of the most important aspects is getting the correct timing. With this in mind, Rescue Drive — a new campaign from Brazil-based car dealership Orca Chevrolet — found drivers who had broken down and offered them a test drive while their car was towed. The retailer teamed up with a local tow company and followed their rescue cars to the site of drivers whose vehicle had failed. Those whose cars needed to be towed away were offered a test drive of the new Chevrolet Cobalt to wherever they were headed. The idea behind the campaign was that Chevrolet could turn a negative situation into a positive one by providing a free lift to drivers, while also targeting drivers at the moment they might be thinking of ditching their current model. The following video, produced by Cadline Produções, was the result of the promotion: Much like Nissan’s Househunter Test Drive campaign which encouraged home movers to take a test drive of a new vehicle on their way to a house viewing, this idea also made a special effort to target a demographic most in need of the product or service. Advertisers – one for inspiration?



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