How do you get Chevy from "Not for me" to "F"îk I want one" (YouTube comment about Chevy Sonic)? First-time car buyers saw Chevy as synonymous with gas-guzzling trucks"îirrelevant and out of touch. To get Chevy back into the conversation, we couldn‚t talk about gas mileage and safety ratings. To truly change buyers‚ perception, the Sonic launch had to be about actions, not ads. So we partnered with rock stars, extreme athletes and robot experts to create a series of awe-inspiring, 100%-real Sonic firsts that captured the attention and imagination of our audience.

Launch the campaign
Published
September 2012
Topics

The Story

How do you get Chevy from "Not for me" to "F"îk I want one" (YouTube comment about Chevy Sonic)? First-time car buyers saw Chevy as synonymous with gas-guzzling trucks"îirrelevant and out of touch. To get Chevy back into the conversation, we couldn‚t talk about gas mileage and safety ratings. To truly change buyers‚ perception, the Sonic launch had to be about actions, not ads. So we partnered with rock stars, extreme athletes and robot experts to create a series of awe-inspiring, 100%-real Sonic firsts that captured the attention and imagination of our audience.

The first car launched by the Internet. Literally: to launch Sonic, we put it atop a 100-foot platform and asked the Internet to push it off"îthe first digital launch in Chevrolet‚s 100-year history. Next, people could check out the Sonic while it was free-falling from 14,000 feet and change camera angles on the fly. We also created the world‚s first playable 3D projection"îthe World‚s Largest Claw Game"îand built a street-art Sonic with an iPad-controlled robotic spray-paint arm. Every Sonic First used a combination of online film, interactive OOH and digital events to hook and engage Millennials.

The Technology

The Results

Sonic helped GM end 2011 as the category leader in new-car sales. It shifted Millennial perceptions of Chevy from being out-of-touch to youthful and relevant. They now rank Sonic higher on awesome attributes, like "Youthful" and "Proud to Own". "When did Chevy get so cool?" (YouTube comment)"îlooks like throwing a car out of a plane does sell cars.

120

million viral video views

#1

most viewed video on YouTube after the Super Bowl (OK Go music video)

285K

Facebook _Likes,” more than any other car in the category

Launch Date 15 October 2011