Getting the first license is a remarkable process in young people’s lives, especially because of the countless exercises and defensive driving principles that the new driver must memorize. Thinking about it, the Chevrolet Onix created a challenge in TikTok to help with this task.
#PassinhoDaAutoEscola is a filter that shows the main measures necessary to ensure a safe trip – such as adjusting the rearview mirror or putting on the seat belt – and transforms them into dance movements to be repeated by internet users.
The choreography is based on automatism, a learning method that activates the body’s muscle memory through repetition of exercises. Developed with the help of a choreographer and a driving school teacher, the little dance has the same muscle movements of defensive driving behaviors taught in training, such as the BEC exercise (Bench-Mirror-Belt), which helps to remember the essential procedures .
The filter has an icon-shaped caption that teaches you how to dance to the music “Passinho do Volante: Ah, Lelek Lek Lek Lek”. With the repetition of movements, the body is conditioned and helps the user to memorize and reproduce the main safety procedures at the time of the practical test and also in traffic.
“Chevrolet is present throughout the driver’s journey, from the first license, as the Chevrolet Onix is the preferred model for new drivers. Therefore, we understand that it is our role to help raise awareness about safe driving and, at the same time, provide a moment of fun and entertainment for our audience”, explains Hermann Mahnke, Executive Director of Marketing for GM South America.
Chevrolet and the young crowd
Signed by Commonwealth/McCann – a division of WMcCann for exclusive service to Chevrolet, the action reinforces the brand’s positioning among young audiences, uniting technology, learning and fun. G3A Social ID was responsible for the entire creation and strategy of the dance choreographer and the short videos of the creators of Tik Tok, expanding the initiative.
Among them are: Alisson (@alissonjordann), Bibi (@bibitatto), School of Direction (@instrutorpatrickmattos), Fael (@ofaelgomess), Gabriela (@gagirardi), Julia (@juliapuzzuoli), Matheus (@matheus_theodoro) and Ramana (@ramanaborba). The development of the target, audience and digital media strategy belongs to Isobar.
Campaign name: #PASSINHODAAUTOESCOLA
Time do Cliente: Hermann Mahnke, Federico Wassermann, Pamela Mourao
CEO: André France
CCO: Hugo Rodrigues and Mariana Sá
Creative direction: Fernando Penteado and Eric Sulzer
Creation: Alexandre Santos, Lucas Dias and Edilene Santos
CSO: Renata Bokel
Planning: Eduardo Cabral, Tatiana Weiss, Pedro Hypolito
Content: Cirilo Dias, Larissa Araújo and Kimberly Dailher
Business Director: Danilo Ken
Attendance: Joana Campanelli and Andressa Santos
VP of Media: Fabio Urbanas
Media: Guilherme Silva, Anita Barcellos
ID: Deny Watanabe, Felipe Borges, Thiago Tiuzzi, Fábio Oliveira.
General Production Director: Camila Naito
Projects: Deborah Peixoto
Public Relations: Kerena Neves and Giulia Camargo
Technology Producer – Lightfarm Studios
Direction: Nelson Schmidt
Coordination: Vivi Adade
AR Artists: Beatrix Yuassa and Mex GM
Production: Heloisa Novaes
Creative Digital Strategy – G3A SOCIAL ID:
Production Director: Guilherme Andrade
Digital Campaign Strategy – Isobar:
CEO: Ana Leão
CSO: Aloísio Pinto
Planning: Felipe Volpintesta, Luiz Menenzes and Isabella Campozano
Technology and innovation: Eric Scapim
Business: Fernanda Marin, Ana Paula Thurler
Projects: Natalia Viana
Media: Maria Rivas, Amanda Cardoso, Douglas Souza
ID: Vitor Moura, Pietro Acauã Novaes Errêa
Client Approval: Hermann Mahnke, Bruno Campos, Francisco Batajelo, Francine Santos.
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