You disrupt, activate, and create a movement – while making the letters of the vehicle the focal point of the campaign.
Chevy wanted to launch its new vehicle, the HHR, which stood for High Heritage Roof. The vehicle had no name recognition, so we decided to let consumers highjack our brand, by taking these letters and showing us what “HHR” meant to them. It was one of the first user-generated content campaigns in America.
See videos below for examples of how we:
1. Disrupted the market with wild postings on every popular TV show.
2. Used blogger networks challenging consumers to creatively express themselves using the letters, ‘HHR.’
3. Successfully accomplished a complete media buyout on The Tonight Show, where Andy Dick announced the winner.
This integrated campaign went on to become Chevrolet’s most successful launch ever!