Name: Chevrolet Spark Launching Client: Chevrolet/MSCAR Service: Special Mission – Spark Académico Challenge

Goals: • Promote the worth of mouth in the university campus • Create visibility to Chevrolet Spark • Increase the number of fans of MSCAR facebook page • Generate viral buzz

Case: Do the launching of the new Chevrolet Spark in Algarve using an innovative strategy to promote it and complementing the national marketing strategy. It’s a city car, with a modern design, an utilitarian car with a low cost price from 9 thousand euros.

Solution: It was structured the launching into 3 phases. At a first phase, we created awareness around Spark. At the second phase, we engaged the target with the Chevrolet Spark. We did continuing marketing initiatives at the campus at the third phase just to keep the Spark presence alive. However, the second phase it was the most relevant and the strategy centre, because it consisted on the Spark Académico Challenge. We established a partnership with the Students Association of Algarve University to launch Chevrolet Spark.

Solution: Phase 1 - Teasing The Chevrolet Spark was the official sponsor of the celebration party of the Students Association 25th anniversary . The Chevrolet Spark was exposed in fornt of the party entrance. This phase was really important to create the first impact between the target and the Spark and to attract participants to the Spark Académico Challenge.

During a week we did the product marketing activation on campus. This initiative had a public relations team to promote the challenge, teasing remote cars, promotional radio spots at Cidade FM, glue posters at the campus bars and copy centers ground. Some Chevrolet Spark cars was availables for test dirve next to the campus canteen. Watch the links below: http://www.facebook.com/notes.php?id=246817193044&notes_tab=app_2347471856#!/video/video.php?v=111209518891625 http://www.facebook.com/notes.php?id=246817193044&notes_tab=app_2347471856#!/video/video.php?v=112134085465835

Solution: Phase 2 – Spark Académico Challenge We offer 2 tickets to Rock in Rio Lisbon, with five stars hotel and the winner had also the chance to drive the Chevrolet Spark till the festival. At the applications phase, the candidates had no clue idea about the challenge they should surpass. Attracted by the award, and responding to the claim “Do you want to go to Rock in Rio? MSCAR takes you there!”, the candidates went to the MSCAR facebook page, had become page fans and said why should be choosen. They were selected the five finalists more convincing and facebook populars. The finalists were challenged to drive the Chevrolet Spark into their social circle during one day and take a 2 minutes free video with Spark. During one week, the 5 videos was under voting at facebook. It won the video with more facebook users showing agreement with their “likes”. Watch the links below: http://www.facebook.com/notes.php?id=246817193044&notes_tab=app_2347471856#!/note.php?note_id=396379754900 http://www.facebook.com/notes.php?id=246817193044&notes_tab=app_2347471856#!/note.php?note_id=388382494900

Solution: Phase 3 – Brand continuity strategy To keep the Chevrolet Spark brand active, we sponsor the Academic Festival at Algarve University. Some promotional video spots were shown on the gigant LED at the place. The Chevrolet Spark was exposed on the side and the Spark Académico Challenge winner received the award at the stage. To finlize, the Spark was the official sponsor of the first roller cars competition in Algarve, the Roller Challenge, organized by the Academic Students Association of Algarve University. Watch the link below: http://www.facebook.com/notes.php?id=246817193044&notes_tab=app_2347471856#!/note.php?note_id=397899664900

Results: • More than 500 new fans on the MSCAR facebook page just in one week • Around an hundred candidates applied to Spark Académico Challenge • The five videos of the Spark Académico Challenge had a total of 50000 views. • The MSCAR facebook page had around 5000 views in two weeks

It was during the Spark Académico Challenge that the viral boom reached the top. It was from 22 March till 30 April 2010. 

Results: • The MSCAR represents 17 car brands in Algarve, and during all the year, the Chevrolet Spark was the car with more sales. • A new publicated with ¼ of page on the regional newspaper “O Algarve” that is distributed in Algarve with the bigger national newspaper “Expresso”. Watch the link below: http://www.oalgarve.com/novo-chevrolet-spark-chega-sexta-feira-ao-algarve/