BYD, in partnership with the agency We, launched the “Supervalorização do Usedinho” campaign during Children’s Week, encouraging the exchange of used cars for a new BYD Dolphin Mini. The promotion offers zero tax or a bonus of up to R$7,000 for anyone who exchanges their used family car for an electric model from the brand, with prices starting at R$115,800. The action, valid for a limited time, focuses on the influence that children have over their parents in purchasing decisions.
The campaign film is already airing on TV and social media, showing a child playing with a toy car, while the announcer highlights: “Exchange your toy car for zero tax or R$7,000 bonus when purchasing one BYD Dolphin Mini”. The campaign will also be widely publicized on digital media and at BYD dealerships.
The inspiration for the action came from BYD and We’s perception of the decisive role that children have in choosing the family car, especially when it comes to BYD brand electric vehicles.
“Every child loves their toy cars, but they dream of having real cars. It was with this insight, this starting point that we thought about subverting the logic of promoting the automotive industry: what if on this Children’s Day, for the first time, they could participate in the purchase of the family’s new car by exchanging a toy car for a special condition at the dealership? Nothing more BYD, nothing more ‘Build Your Dreams’ than that, do you agree?”, comments Armando Araújo, CCO at We.
The “used toy cars” that are delivered to BYD dealerships during the promotion will later be donated to charities.
Video link on YouTube:
Technical Sheet
Original Title: OVERVALUATION OF USADINHO
Cliente: WORLD
Product: Children’s Day Promotion
Agency: We
CEO: Fábio Rosinholi
CCO: Armando Araújo
COO: Alexandre Ugadin
ECD: Kleyton Mourão
DCs: Marcos Hosken and Leandro Marchiori
Creation: Adriano Tozin, Sérgio Simões and Lucas Lazarini
Service: Marina May Boturão, Luana Ide, Felipe Machado
Planning: Gisela Toledo, Daniel Rios, Fabiana Lopes
Media: Fabio Cruz, Ariane Denardi, Marcia Moreira, Marcelo Tajiki
Head of RTV: Alessandra Salles
RTV: Juliana Soares and Luana Rodrigues
Head Graphic Production: Alexandre Borges
Client Approval: Alexandre Baldy, Pablo Toledo, Anna Paula Martins, Denis Onishi and Vinicius Forstman.
Producer: Surrela Hotel Arts
Dinner Director: Luigi Parisi
CCO: Carlão Busato
COO: Cris Chacon
Executive Director: Milena Trindade
Liner Producer Jr.: Érica Martorano
Head of creation: Bruno Cerqueira
Creative director: Luis Michelazzo
Creation and research group: Alex Ulhoa, Vitor Matheus, Victória Silva and Sol Ômigra.
Directing Trainee: Rosa Morbach
Coordination: Ana Alegretti, Bruna Brito and Beatriz Prado
Head of post-production: Carol Fernandes
Post coordination assistant: Nuara Santos
Island operator: Leandro Ferreira
Finishing assistant: Igor Luiz
ESG | SET Responsible: Deborah Costa, Yasmim Alcantara
Controller: Shyrley Menezes
AD: Matheus Malburg Bosco
Audio Producer: SATÉLITE AUDIO
Musical Direction:
Roberto Coelho, Kito Siqueira and Hurso Ambrifi
Service: Fernanda Costa, Renata Schincariol, Daniel Chasin and Naren Nakamura
Music Production:
Roberto Coelho, Hurso Ambrifi, Thiago Colli, Koitty, Alexandre Avicena, Pedro Pelotas and Aloizio Lows
Finishing:
Carla Cornea, Vithor Moraes, Arthur Dossa, Esteban Romero and Andre Giannini
Production coordination: Camila Guedes, Letícia Oliveira, Bea Vieira and Mariana Tardelli
