Challenge: To launch the new Chevrolet Cobalt, bringing a unique experience with Orca Chevrolet dealer.

Idea: To introduce the Chevrolet Cobalt at the exact moment that people are most thinking about changing their old cars: when they break down. A partnership was established with a tow car company and the Chevrolet Cobalt was taken to people that called asking for the service. They were invited to take a test-drive to their destination and to introduce themselves to the car.

Result: The new Chevrolet Cobalt launch was a success for the client. The demand for the car increased considerably and there were waiting lists at the dealers. In addition, all the consumers that participated took the test-drive in an unexpected moment and started to consider the car for their next purchase.