Challenge: Overcome Chevrolet's dated brand perceptions by showcasing the all-new Volt EV at the 2015 Pan Am Games activation.
Insight: People learn valuable social skills through play, starting from a young age and drawn upon throughout their lives. It's a force that helps us grow and connect with others.
Approach: Help people experience Chevrolet innovation through their inherent sense of play - we built the world's largest human-powered slot track race, powering it with stationary bikes charging the all-new Chevrolet Volt battery.
Results: Play Worked - with a +50% lift in brand consideration with leaps in awareness and online engagement (full results below); the "power of play" concept was further leveraged in hockey and soccer activations for amateur sports sponsorships.
Why this was successful:
By making this experience more about the participant's enjoyment, rather than forcing a product-first message, Chevrolet was able to connect with audiences in a more disarming way - opening them up to seeing the brand in a new light.
Full Results: This was an activation that cut through dated perceptions of the brand, by showing it was capable of learning new tricks and winning favourability:
- Over 300,000 interactions over the duration of the Pan Am and Para Pan Am Games.
- Brand Consideration jumped from 45% to 67% - a 24% ppt increase that represented a 50% lift over norm.
- Generated a 56% share of voice in social media for the duration of the games.
- 77% of those surveyed felt this activation provided an "impressive technology story" for Chevrolet.
- 94% of those surveyed felt the Power of Play display provided a lasting memory of Chevrolet.
- Brand Consideration jumped from 45% to 67% - a 24% ppt increase that represented a 50% lift over norm.
- Generated a 56% share of voice in social media for the duration of the games.
- 77% of those surveyed felt this activation provided an "impressive technology story" for Chevrolet.
- 94% of those surveyed felt the Power of Play display provided a lasting memory of Chevrolet.
Chevrolet was also awarded a place in the Guinness Book of World Records for the most electricity generated by humans over one week. Most satisfying? Laying the foundation for a grassroots sports strategy for Chevorlet.
