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 the vision of the brand, if it's a brand that is gaining or falling in the market).

Increase 1 point in the familiarity of the brand (brand awareness) in the BTS.

Increase LARGE SUV's sales by 20% (Chevrolet Blazer, Tahoe, Traverse & Trailblazer)

Increase SUV PickUps' sales by 20% (Chevrolet Colorado and...

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