General Motors: Lost roads

General Motors, an automotive manufacturer, launched a campaign in Colombia to increase safety perception, sales, market share and brand awareness.

Objectives

Increase 1 point of the safety perception of the brand in the BTS (Brand Tracking Study).

Increase at least 2 points of the Excellent Opinion of SUV's in the BTS.

Increase 1 point in the Net Momentum of the brand of the BTS (it indicates how is...