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SUB CATEGORY :
BRANDED ENTERTAINMENT & CONTENT:
PROGRAM & PLATFORMS
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COMPANY ENTERING :
MCCANN WORLDGROUP CHINA, SHANGHAI
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TITLE :
THE DIRTY LAUNCH
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BRAND :
CHEVROLET
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ADVERTISER :
GENERAL MOTOR
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AGENCY :
MCCANN WORLDGROUP CHINA, SHANGHAI
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MANAGING DIRECTOR :
HENRY HO
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CHIEF CREATIVE OFFICER :
VALERIE MADON
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EXECUTIVE CREATIVE DIRECTOR :
YAHO YEH
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CREATIVE DIRECTOR :
ROGER FANG/DYLAN LIN
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ASSOCIATE CREATIVE DIRECTOR :
KUNKUN ZHANG
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EXECUTIVE PRODUCER :
AKIRA LEE
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ACCOUNT DIRECTOR :
YOYO LU
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ACCOUNT MANAGER :
JACEY JIANG
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BUSINESS STRATEGY DIRECTOR :
SAM CHEN
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CLIENT DIRECTOR :
VINCENT FANG
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CLIENT MANAGER :
CANDY HUANG
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POST-PRODUCTION COMPANY :
CRAFT/MCCANN WORLDGROUP SINGAPORE, SINGAPORE
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EDITOR :
ZUL HAILY BIN RAHMAD/ELAINE GRACE JUAN VILLANUEVA
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ANIMATION DIRECTOR :
KAKERU MIZUI
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HEAD OF CRAFT SINGAPORE :
ALFREDO SEOW
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CAMPAIGN SUMMARY :
The Chevrolet Equinox is going through an evolution internally, and there will be no major product updates this year yet the mid-size SUV market is highly competitive with low traffic to showroom, and it is difficult to maintain Chevrolet Equinox’s popularity or stand out from the clutter. Hence there is an urgent need to highlight our product strength at the core, Equinox safety USP and superior performance, and increase brand love to attract potential customers, increase leads and drive traffic to showroom.
The Dirty Launch is a disruptive campaign that flips the norm on all automobile campaigns.
Instead of creating hero branded content which most brands would do, we made behind-the-scenes footage the hero films, showcasing how the Equinox is the most reliable vehicle for the celebrity and his crew to make successful exploration and content happen.
To kick-start the campaign in most intriguing style, we drove a very dirty Chevrolet Equinox through the streets of Shanghai which was hard to ignore. The vehicle was parked in a central space in the city for people to explore. QR codes were integrated on the vehicle where people were led to one of the 29 Discovery mini-episodes made out of behind-the-scenes footages of the famous “First Man Out” series.
The content series reveals how the dirty vehicle came to be as it was celebrity explorer, Ed Stafford’s, choice of vehicle for himself and his crew when he went on an extreme survival challenge because he trusts our vehicles performance and safety features.Every piece of content highlights a specific feature of the Equinox and was launched across multiple platforms such as bilibili, Douyin, little red book, WeChat, automobile websites and many others.
It's worth celebrating that we receive rave online reviews and multiple media coverage.
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CREATIVITY/IDEA/INSIGHT :
The Dirty Launch is a disruptive campaign that flips the norm on all automobile campaigns.
To kick-start the campaign in most intriguing style, we drove a very dirty Chevrolet Equinox through the streets of Shanghai which was hard to ignore. The vehicle was parked in a central space in the city for people to explore. QR codes were integrated on the vehicle where people were led to one of the 29 Discovery mini-episodes made out of behind-the-scenes footages of the famous “First Man Out” series.
The content series reveals how the dirty vehicle came to be as it was celebrity explorer, Ed Stafford’s, choice of vehicle for himself and his crew when he went on an extreme survival challenge because he trusts our vehicles performance and safety features. Every piece of content highlights a specific feature of the Equinox and was launched across multiple platforms such as bilibili, Douyin, little red book, WeChat, automobile websites and many others.
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STRATEGY :
To cut through advertising clutter, we have to do just the opposite of what every competitor automobile brand would do. While many would celebrate the glossy exterior and form of their vehicle, we decided to ‘hide’ that so people are forced to focus on the performance and safety.
To connect with our audience emotionally, we partnered with Discovery's deep influence in the outdoor exploration community to authentically demonstrate the Equinox’s capabilities but we also took the authenticity to another level. Instead of creating hero branded content which most brands would do, we made behind-the-scenes footage the hero films, showcasing how the Equinox is the most reliable vehicle for the celebrity and his crew to make successful exploration and content happen.
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EXECUTION :
The Dirty Launch is a disruptive campaign that flips the norm on all automobile campaigns.
To kick-start the campaign in most intriguing style, we drove a very dirty Chevrolet Equinox through the streets of Shanghai which was hard to ignore. The vehicle was parked in a central space in the city for people to explore. QR codes were integrated on the vehicle where people were led to one of the 29 Discovery mini-episodes made out of behind-the-scenes footages of the famous “First Man Out” series.
The content series reveals how the dirty vehicle came to be as it was celebrity explorer, Ed Stafford’s, choice of vehicle for himself and his crew when he went on an extreme survival challenge because he trusts our vehicles performance and safety features. Every piece of content highlights a specific feature of the Equinox and was launched across multiple platforms such as bilibili, Douyin, little red book, WeChat, automobile websites and many others.
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RESULT :
The campaign garnered over 120 million views
Over 2.45 million times clicks to website
More than 700,000 engagement
4,556 leads were obtained
2,980 visits to showroom
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