Vehicles are traditionally revealed at auto shows, and technology at CES, SXSW, E3, etc. But when you have a technological innovation like the Chevy Bolt EV, the first all-electric vehicle intended for mass consumer audiences with an electric range over 200 miles for under $30k you can’t treat it like a typical vehicle. We worked with Chevy to create an award-winning reveal campaign that put Chevy at the forefront of Tesla’s conversation.
Campaign Highlights & Awards:
My role was to lead all content creation to support the program.
Campaign Highlights & Awards:
- 2018: PRWeek Awards “Best in Technology” Winner
- 18,247 Articles (with almost 8,000 calling out Tesla)
- 3,687 Broadcast Stories
My role was to lead all content creation to support the program.
Case Study Video
When first revealed at CES in January 2016, Mary Barra made a commitment that Bolt EV would be available to customers in the same year. This strategy poked at Tesla’s lack of manufacturing experience, where they had been consistently missing deadlines. To support the claim, we released a “Making of Bolt EV” video that juxtaposed Chevy’s strength in both manufacturing and technology development of the product. This video accompanied the first customer delivery announcement in December 2016.
"Making a Bolt EV" Video
"Making a Bolt EV" Credits:
- Concept, Script & Creative Leadership: Iain Lanivich
- Creative Director/Art Director: Tony Kause
- ACD/Copywriter: Jaime Perry
- Producers: Chris Coole & Tom Shea
- Director: Keenan Wetzel
- Production: We The People
- Post-Production: Hiatus
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