The Chevrolet Trailblazer became a part of a love story… about a wife who wants to do something different in return for her husband’s niceness, something that would bring joy to his heart.
We made a real life video on the wife making her husband relive his favorite childhood memory of receiving a Chevrolet toy car from his uncle, packed in a box. However, this time the Chevrolet car was the Trailblazer, delivered in a very large wooden Amazon box, which created such a touching nostalgic moment… the ringing of the doorbell, the excitement in the wife’s eyes as she watches her husband open the door, the husband’s surprised face when he opens the box…
The Trailblazer was the first Chevrolet car to be launched online in partnership with the giant online retailer, Amazon in India. This gave us the opportunity to deliver a car in a colossal box to a customer’s doorstep.
The post-delivery results were phenomenal! As a result, Chevrolet India received 8 bookings from the Amazon brand store and 5 Trailblazers were sold.
And that was not all, Chevrolet was then happy to take the campaign forward by collaborating with One World Play Project and Slum Soccer. We used the massive empty Amazon box we were left with and filled it up with footballs, One World Futbols. We delivered this box to a remote part of India to gift One World Futbols to kids, young budding footballers. The joy on their faces was worth watching!
Apart from spreading smiles the video generated a lot of attention for the Chevrolet Trailblazer online.
On social media, the hashtag #BoxUnveiled generated more than 55 million impressions. The main campaign video generated more than 1 million views on YouTube and 1.4 million on Facebook. It was also featured on websites like Scoop Whoop, Storypick and Yourstory.
The campaign kicked off on Twitter, with a teaser film of the Amazon box being carried on a lorry on the Mumbai-Pune expressway. The teaser was tweeted with the hashtag #MysteryBox which was trending for more than 3 hours, followed by the hashtag #WhatsInTheBox which again was trending. This generated a lot of curiosity, leading to total impressions of more than 59 million and 91 million on Twitter respectively. We finally followed up the campaign by releasing the whole video on Twitter, Facebook and YouTube with the hashtag #BoxUnveiled which was trending again!
The hashtags that accompanied the video were #BoxOfHappiness and #ChevroletIndia which received more than 47 million and 48 million impressions respectively, generated more than 5 thousand conversations and a reach of 10 million. In addition to this, these hashtags were trending for two days.
The Chevrolet Trailblazer campaign was a grand success! Apart from creating a great brand presence online, we were glad we could bring smiles to millions of faces.
Founded in 1911 in Detroit, Chevrolet is now one of the world’s largest car brands, doing business in more than 115 countries and selling more than 4.0 million cars and trucks a year. Chevrolet provides customers with fuel-efficient vehicles that feature engaging performance, design that makes the heart beat, passive and active safety features and easy-to-use technology, all at a value. More information on Chevrolet models can be found at www.chevrolet.co.in