Despite Brazil’s worst economic crisis in history, in 2016, GM announced a R$ 13 billion investment plan in Brazil and had the challenge to launch 12 new Chevrolet vehicles in the market. For the success of this endeavor, the company needed an engaged and motivated team, aligned with General Motors strategic vision for the future and dedicated to achieve all goals. We developed the campaign “Determined to Win” based in a single message: “Make 2016 Chevrolet’s year in Brazil”. To bring that spirit to employees we delivered a series of internal communications and actions.
According to the company, 82% of staff said they were more engaged because of the campaign. Along with it, there was 35% more vehicles sold by employees. Family GM (internal app) users grew 37,6%. Chevrolet ended the year as market leader in Brazil with 16,8% market share