Cannes Lions

ENVOY XUV

DIGITAS, New York / GMC / 2003

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The Envoy XUV is a pre-launch GMC vehicle to be in the showrooms in Fall 2003. It faces significant awareness challenges. The Envoy XUV site supports national pre-launch advertising efforts by telling the story of the XUV's unique features – that includes being an SUV with a retractable roof making it a cross-over vehicle. How do you introduce/explain an SUV that can turn itself into a light truck and then back into a SUV? The web channel is perfectly suited to engage consumers with an interactive demonstration of the features and benefits of such a unique vehicle, creating awareness and generating buzz and leads prior to its launch.The primary audience is the site visitors to GMC.com. With approximately a million page views a month this audience provides a significant amount of awareness for the Envoy XUV. The site is also being promoted during auto shows and other PR events.

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