Challenge:

The Chevrolet Equinox is going through an evolution internally, and there will be no major product updates this year yet the mid-size SUV market is highly competitive with low traffic to showroom, and it is difficult to maintain Chevrolet Equinox’s popularity or stand out from the clutter. Doesn’t help that people are also unclear about the Equinox’s proposition.

Objective:

Hence there is an urgent need to highlight our product strength at the core, Equinox safety USP and superior performance, and increase brand love to attract potential customers, increase leads and drive traffic to showroom.

To kick-start the campaign in most intriguing style, we drove a very dirty Chevrolet Equinox through the streets of Shanghai which was hard to ignore. The vehicle was parked in a central space in the city for people to explore. QR codes were integrated on the vehicle where people were led to one of the 29 Discovery mini-episodes made out of behind-the-scenes footages of the famous “First Man Out” series.

The content series reveals how the dirty vehicle came to be as it was celebrity explorer, Ed Stafford’s, choice of vehicle for himself and his crew when he went on an extreme survival challenge because he trusts our vehicles performance and safety features. Every piece of content highlights a specific feature of the Equinox and was launched across multiple platforms such as bilibili, Douyin, little red book.

While many celebrate the glossy exterior and form of their vehicle, we decided to ‘hide’ that so people are forced to focus on the performance and safety.

To cut through advertising clutter, we have to do just the opposite of what every competitor automobile brand would do. While many would celebrate the glossy exterior and form of their vehicle, we decided to ‘hide’ that so people are forced to focus on the performance and safety.

To connect with our audience emotionally, we partnered with Discovery's deep influence in the outdoor exploration community to authentically demonstrate the Equinox’s capabilities but we also took the authenticity to another level. Instead of sponsoring the main film, First Man Out, which most brands would do, we made behind-the-scenes footage our hero films, showcasing how the Equinox is the most reliable vehicle for the celebrity and his crew to make successful exploration and content happen.

The Dirty Launch is a disruptive campaign that flips the norm on all automobile campaigns.

To kick-start the campaign in most intriguing style, we drove a very dirty Chevrolet Equinox through the streets of Shanghai which was hard to ignore.The vehicle was parked in a central space in the city for people to explore. QR codes were integrated on the vehicle where people were led to one of the 29 Discovery mini-episodes made out of behind-the-scenes footages of the famous “First Man Out” series.

The content series reveals how the dirty vehicle came to be as it was celebrity explorer, Ed Stafford’s, choice of vehicle for himself and his crew when he went on an extreme survival challenge because he trusts our vehicles performance and safety features.Every piece of content highlights a specific feature of the Equinox and was launched across multiple platforms such as bilibili, Douyin, little red book.

The campaign garnered over 120 million views

Over 2.45 million times clicks to website

More than 700,000 engagement

4,556 leads were obtained

2,980 visits to showroom