The consistent creative platform of simulated toy car boxes containing the new vehicles, blended seamlessly with the heavy media placement, enhancing the notion that Chevrolet had taken over the city overnight. Vehicles were presented individually and in groups across all media to reinforce the term ‘collection.’ Consecutive billboards along major roads demonstrated the breadth of the New Chevrolet portfolio and placing vehicles in full size ‘toy car boxes’ for the contest, created the desired ‘buzz.’

Campaign delivered unprecedented results. An impact study conducted three days after the launch demonstrated the success: Seven in 10 people noticed campaign and traffic on gmcanada.com increased by 329%. Furthermore, media suppliers delivered exceptional added value (ROI index: 310) with 28 media outlets (print and broadcast) delivering extended press coverage.