General Motors has just launched a special advertising series to promote the Chevrolet S10 in Brazil. The series, titled Na Estrada com Quem Faz (loosely translated as On the road with people on the go), is an exclusive project produced and developed in collaboration with Globo – the biggest audiovisual conglomerate in Brazil and the second largest in the world.
This innovative project will feature a weekly episode until the end of 2020, in which a host travels around Brazil aboard the midsize Chevrolet S10 pickup to tell real stories and challenges of rural men and women in different regions of the country. The idea is to establish new S10 links with its target customers, such as the businessman in the field, all while highlighting the truck’s connectivity features as its greatest competitive advantages in the local market.
A total of 52 one-minute episodes will be broadcast on television on Sunday mornings during the ad breaks of Globo Rural – an agribusiness newscast that’s been on the air for the past 40 years. In addition, thanks to the collaboration of WMcCann and Isobar advertising agencies, the series also has a dedicated digital platform.
“Every Sunday, we will present real stories of the lives and challenges of men and women in different rural regions of Brazil. Like a businessman in the field seeking a pickup truck that, in addition to power, payload capacity and robustness, offers the same level of sophistication and innovation found in new agribusiness products and services,” said Marketing Executive Director of GM South America, Hermann Mahnke, in a press release.
“Competitive advantages of the Chevrolet S10 include connectivity technologies, in addition to the OnStar advanced telematics system, which allows the user to control various vehicle functions with a smartphone,” he added.
The first episodes of the Na Estrada com Quem Faz series are already live and will air until the end of the year. The digital platform will feature extended-length episodes of up to three minutes, in addition to exclusive content about the series’ participants and information about the 2020 Chevrolet S10. It can be accessed in a dedicated section of Globo.com’s website (restricted content only for Brazil).
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The project name is “In the road with who does”
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