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Test Donors.

Industry: Automotive & Services
Style: Minimalism
Why is this work relevant for Brand Experience & Activation?

The best live experience that a potential buyer of a vehicle can have is a Test Drive. This idea in addition to offering a unique driving experience, gave the possibility to help build a better country.


Globally, trucks brands fight every year to prove they are the best.
The way to prove it, sometimes is by destroying the trucks in test drives and trails. This cost so much.

So, how we can demonstrate the attributes to real customers without destroying our trucks or wasting the budget?

Demonstrate all the attributes of Chevrolet Trucks to real customers with a very small budget.
Increase the number of test drives in the trucks dealers.

Describe the creative idea (20% of vote)

Test Donors is a new modality in which Chevrolet test drives are now an experience to move relief homes and food to the most vulnerable communities in Colombia.

Describe the strategy (20% of vote)

There are thousand ways to do a vehicle testing, but in Colombia, despite great development advances, there is still much to be done. That's why at Chevrolet, we believe that to make a real difference, we could take better advantage of our test drives to help those in need.

Describe the execution (30% of vote)

For our new Test Drives, we designed together with TECHO, an international relief homes foundation, demanding access routes to different places that tested the real performance of the trucks in ascents, descents, uneven roads, narrow streets, Obstacles that drivers would face on the job every day. We are performing these tests in such rugged places, they even served as a location for the new Netflix film, Triple Frontier.

List the results (30% of vote)

As a result, we are now ready to partner up with new foundations and potential clients are already booked to perform on the next Test Donors edition.

Through this experience, customers could not only learn about what makes Chevrolet trucks so strong, they also helped directly to strengthen the community of TECHO Foundation volunteers.

Each test drive we performed, carried 3 relief homes.

We performed a total of 12 test drives in the first month of the campaign, helping 36 families of 3 people average.

Thanks to the success of the idea, have booked already all test drives for the next 6 months.

That means we will end up the campaign helping 216 families in total, that didn’t have a home before.
Production Company:
Cannes Lions International Festival of Creativity 2019
Shortlist Brand Experience & Activation
Live Brand Experience or Activation
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