Weeks before Lollapalooza Brazil, news headlines focused on the music stars and on the fact that Brazilians love a festival. But everything was about to change, big time. The car that really connects with its consumers once again connected them with what they wanted: the Onix Day. For the very first time, a brand would go beyond sponsorship and would promote special concerts at a Lolla stage just for its consumers, a day before the official opening. To get free tickets, Chevrolet Onix owners were invited to participate in a promo.
Besides the regular promo, we used our social channels to find people that couldn't go to the festival and gave them free tickets. We also invited around 150 major influencers and they distributed among fans more than 8.000 free tickets. Chevrolet activation engaged social networks users in a hunt for Onix owners. It was a big hit: 38 thousand lucky Onix owners plus thousand guests enjoyed the festival and connected even more with our car.
Agency: Commonwealth McCANN Brasil
Executive Creative Director: Eric Sulzer, Fernando Penteado
Creative Director: Luiz Gimenes (Libra), Flavio Tamashiro
Art Director: Felipe Espanhol, Leo Arcoverde
Copywriter: Vitor Zillo, Paula Sério