Name: Chevrolet Spark Launching
Service: Special Mission – Spark Académico Challenge
• 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
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
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.
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:
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:
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:
• 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
• The MSCAR facebook page had around 5000 views in two weeks duas
It was during the Spark Académico Challenge that the viral boom reached the top. It was from 22 March till 30 April 2010.
• 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: