The 2012 Camaro ZL1 is the most technologically advanced Camaro in history. So how do you create compelling content to celebrate the launch of a car that will completely change its segment?
Your only talent is GM engineers. And there's a test tomorrow. Maybe you want to be there. GO.
We started with the task of making one video. We ended up with five videos, two broadcast spots, a website, and a project that the CMO of Global Marketing at General Motors called "Some of the best work done for Chevrolet so far."
All done with a budget less than it takes to license a song from a bar band.
We had created content for Camaro ZL1 that was unlike anything else on the Chevrolet site. So we created a micro-site that carried through the look, feel and tone that we had already established for the vehicle.
Because of the nature of the audience, we also tracked down and included all of the detailed information an enthusiast could want.
The long-format films were so successful, they were cut into to :30 spots.
The Challenge: Create a home for all of the Camaro Special Edition models that's dynamic and engaging, with a template that's time-proof.
The Voice: Confident, just on the verge of cocky. Proud of its heritage, but looking forward. This was the video that lived as an auto-play masthead on the site.