VICTOR GREGÓRIO                                                                                                                              CREATIVE ART DIRECTOR
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TOGETHER ON THE ROAD

CHEVROLET/BIG BROTHER BRASIL 2024

Chevrolet achieved remarkable results as a sponsor of BBB24, reaching figures 
that highlight the positive impact on brand perception. In the first three days 
of the show, Chevrolet was the most mentioned brand, accumulating 
approximately 3,600 direct mentions, according to data from the Stilingue platform. 
This visibility was especially driven by the Leader’s Challenge, which offered a Chevrolet Tracker as a prize and became one of the most talked-about moments of the reality show.

The competition, which lasted over 18 hours, generated massive engagement and conversations, reaching up to 39,000 mentions related to the challenge. This figure demonstrates how associating Chevrolet with the program’s highest-audience and most adrenaline-filled moments strengthened brand recall among viewers.

In addition to reach and buzz on social media, the brand also stood out in brand 
perception metrics. According to YouGov BrandIndex, Chevrolet ranked among 
the companies with high public perception performance during the season, 
consolidating its positioning as a leader in the automotive segment.

The results show that sponsoring BBB24 provided Chevrolet with a strong return 
in terms of visibility and engagement. The combination of organic exposure, 
strengthened emotional connection with the audience, and association with 
the show’s big moments proved to be an effective strategy to reinforce values 
such as trust, innovation, and closeness with Brazilian consumers.

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Agency: Wmccann
With: Carol Patrocínio, Luiza Vidal 
e Anderson Silva
Production: Content Crush