"The New Corvette Has Been Unveiled and It Is Ready to Take on Ferrari."
- Esquire
Launched in 1953, Corvette became an instant icon. The original American sports car. But over time, Corvette became a legend in the shadows of mid-engine European supercars. In the performance car world, sports car and supercar are worlds apart. Therefore, the new Corvette couldn’t be launched as just a new model, it had to jump to a new category of cars.
The risks were enormous. Traditionalists were rejecting the mid-engine rumors and new audiences had to believe an American car could challenge the best in the world. So, we built the entire launch around the forgotten vision of Zora Arkus-Duntov, the father of the Corvette, that one day it would evolve to become a mid-engine supercar. Searching film vaults and photo archives, we seeded media and fans through rich content with hidden Easter Eggs, changing perceptions almost instantly.
We livestreamed the event to the world, using augmented reality to highlight the mid-engine design. The broadcast pulled a higher rating than the Conan O’Brien show airing in the same timeslot and reached #5 on Twitter’s U.S. trends. The program earned over 4,700 stories and received 37,000 pre-orders in the first three months, surpassing the first year sales of Corvette’s previous-generation model.
Awards:
The risks were enormous. Traditionalists were rejecting the mid-engine rumors and new audiences had to believe an American car could challenge the best in the world. So, we built the entire launch around the forgotten vision of Zora Arkus-Duntov, the father of the Corvette, that one day it would evolve to become a mid-engine supercar. Searching film vaults and photo archives, we seeded media and fans through rich content with hidden Easter Eggs, changing perceptions almost instantly.
We livestreamed the event to the world, using augmented reality to highlight the mid-engine design. The broadcast pulled a higher rating than the Conan O’Brien show airing in the same timeslot and reached #5 on Twitter’s U.S. trends. The program earned over 4,700 stories and received 37,000 pre-orders in the first three months, surpassing the first year sales of Corvette’s previous-generation model.
Awards:
- 06/2021: The D Show (Adcraft Detroit) – Finalist/Silver: Public Relations
- 08/2019: General Motors’ Torque Awards – Moonshot Award
Case Study Video
| Campaign Overview |
Teaser Videos
Part 1: "Let's Go"
This video was used to confirm the C8 Corvette would be mid-engine. To do so, we embedded flash frames featuring mid-engine prototypes dating back over 60 years.
This video was used to confirm the C8 Corvette would be mid-engine. To do so, we embedded flash frames featuring mid-engine prototypes dating back over 60 years.
Part 2: "Spoiler Alert"
This video was released shortly after the first in order to help viewers understand all the hidden Easter Eggs.
This video was released shortly after the first in order to help viewers understand all the hidden Easter Eggs.
Part 3: "Our Story Continues"
This video closed the reveal event, setting up the next chapters featuring the C8 Convertible and C8.R race car.
This video closed the reveal event, setting up the next chapters featuring the C8 Convertible and C8.R race car.
Making the Mid-Engine Corvette
Influencer Program
Gaming Integration
Creative Credits:
- Creative Leadership: Iain Lanivich
- Group Creative Director: Tony Kause
- Creative Director: Rob Hendrickson
- Sr. Art Director: Jonathan Candelaria
- Sr. Copywriter: Tommy Simon
- Art Director: Kirby
- Copywriter: Erin Townsend
- Sr. Producers: Nate Kostegian, Tom Shea
- Producers: Cassie Kline, Bryan Fenster
- Jr. Editor: Zen Grey
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