| Titulo | Taxi Drivers' University |
| Agência |
Sancho BBDO
|
| Campanha |
Taxi Drivers' University
|
| Anunciante |
General Motors Corp.
|
| Marca |
Chevrolet
|
| Posted | Julho 2011 |
| Sector Empresarial | Publicidade e comunicação
|
| Filosofia | In 2010, Chevrolet in Colombia created The Chevrolet University for Taxi Drivers, a free of charge university, with flexible schedules for taxi drivers with any brand of taxi. We provided them a place where they can learn to be one, something that no one had ever taught them. We created a lifelong relationship with our potential consumers by improving their quality of life. Around 1,500 taxi drivers attended classes, the University had professors specialized in public transportation and the educational content was developed by SENA (government educational institution in Colombia). RCN, one of the country’s most important radio networks, created a weekly program which invited teachers, students and users to increase knowledge and dispel taxi drivers’ doubts. City TV and ADN newspaper joined and changed taxi drivers’ attitudes. By the end of 2011, 4,000 taxi drivers will graduated and a second location will be opened in another city of Colombia. |
| Problema | In Bogota, the capital of Colombia, there are 100,000 taxis. However, none of them know fully what their profession means to them, their families and society. They don't know, because no one ever taught them. And here is where the brand found a great opportunity to create a lifelong relationship with its potential consumers, through improving their quality of life. |
| Resultado | - 537 graduated taxi drivers - 2,000 active students - 800 new alumni each month - Government support through the largest educational entity in the country (SENA). - Special fees and coverage from the most important media in the country. - Creation of an exclusive radio program for the University. - A soap opera produced by Caracol TV, called "the taxi drivers", makes us part of their content. Some of our students are chosen by City TV as mobile reporters 24 hours a day. - By the year 2011, 4,000 taxi drivers in Bogotá will have graduated and two new locations are going to be opened in different cities. |
| Tipo de Mídia |
Case Study
|
| Chief Creative Officer |
Giovanni Martinez
|
| Chief Creative Officer |
Hugo Corredor
|
| Redator |
Andrés Norato
|
| Director de arte |
Claudia Murillo
|
| Redator |
Daniel Mosquera
|
| Designer |
Oscar Romero
|
| Designer |
Leonardo Salgado
|
| Account Manager |
Monica Mejia
|
| Account Manager |
Maria Alejandra Peñalosa
|
| Account Manager |
Carlos Felipe Arango
|
