In Brazil, campaign offers test drives to broken down motorists

Personalized and targeted advertising is booming online thanks to innovations such as Google AdWords, but what about in the real world? The Rescue Drive campaign, conceived by Brazilian agency Monumenta for Orca Chevrolet, set out to create a marketing experience only for those whose car had broken down. Working with a local tow company, the brand was able to target test drives at consumers in need of a free lift home. As well as enabling them to try out the model at a time when they might be considering purchasing a new car, the campaign also took advantage of the positive feelings associated with the act of kindness.