In order to convey to consumers, the number of features Equinox has compared to Toyota, Chevrolet called Toyota dealers and asked them what features were standard on a RAV4. As the call went on, it became apparent that there really isn’t any comparison—Equinox is far superior. By the time the call was over, the salesman had nothing left to say.

The idea for these radio spots came long after Equinox’s launch. Chevrolet decided to utilize existing talent to make the spots, which helped connect the execution to the overall launch campaign. Adding to the challenge, a lengthy legal review process meant the radio spots had to be recorded in Detroit over only three days, then quickly distributed on KATZ stations in 25 key markets across the U.S.

During the time period of 5/1/17-6/25/17, when the spots ran, there was a considerable jump in Equinox traffic on the website during the campaign and Chevrolet attributes the post 30-day visits as a lingering effect of the campaign (compared to 30 days pre). The total TRPs were 1,654.