- Chevrolet engages YouTube content creators to launch new model of digital communications
- Campaign marks first-ever automotive OEM branded multi-market content partnership with YouTube Content Creators
- Videos feature authentic, entertaining ‘Life Test’ for the Chevrolet Captiva SUV
Chevrolet is taking digital and social communications to a new level with an innovative global campaign on YouTube to support the launch of the new Chevrolet Captiva in Europe.
In an industry first, a select group of highly popular YouTube content creators are each producing short films to highlight the capabilities of the new Chevrolet Captiva.
The films, called Chevrolet Captiva Life Test, aim to capture the benefits and spirit of the Captiva SUV through unexpected, humorous scenarios which explore the ‘Ready for Everything’ brand promise.
Local voices bring campaign to life
In a break with tradition, the campaign taps solely into the creativity of YouTube celebrities, who boast considerable following, by asking them to design and document real ‘life tests’ for the Captiva SUV.
The participating YouTube personalities span cultures and interests, from street-smart photo enthusiast Kai Man Wong of DigitalRev TV, to the ‘great ideas’ platform Woki Toki and friendly style guru Patricia Jordan Palacios, the face of Secretos de Chicas (Girls’ Secrets).
The entertaining Captiva Life Test features carried out to date include: a Frisbee competition pitting the SUV against a dog; a speedy makeover while being chauffeured through Madrid’s busy streets and even rougher roads; and an international table tennis tournament inside the car.
The first wave of Captiva Life Test, along with behind-the-scenes footage, will be launched on June 17, 2013 on a dedicated campaign hub – www.captivalifetest.com – on the Chevrolet Europe YouTube channel. Additional episodes will follow throughout the summer.
Viewers can join the conversation in multiple ways on the Chevrolet Europe Facebook page, Instagram and on Twitter using the hashtags #Captiva and #LifeTest.
Groundbreaking approach
The Chevrolet Captiva campaign is the direct result of the global strategic partnership between Chevrolet and Google. According to Beate Stumpe, Director, Brand and Marketing, Chevrolet Europe, the Captiva-YouTube concept challenges the traditional model for brand communications.
“Traditionally, car manufacturers speak about performance, technical data and design through TV commercials. However, we live in a hyper connected world that allows us to truly engage with our customers on many different levels,” Stumpe says.
“Our Captiva Life Test campaign is an innovative approach that ties in with our Find New Roads brand promise. Putting the Captiva in the hands of YouTube content creators helped generate a series of fun, light-hearted videos, allowing customers to experience the car in entirely different ways. The videos literally show how the Captiva is ready for everything.”
This combination of a pan-European digitally-led launch of a new car placed in the hands of YouTube content creators is a first in the OEM automotive space. In addition to digital media, Chevrolet will make use of Out of Home and above the line advertising, in selected markets, to drive traffic for the campaign.
Benjamin Faes, Managing Director New Products & Solutions for Google Northern Europe said: “YouTube content creators are shaping culture in the digital age. By collaborating with content creators around the world, Chevy is able to tap into engaged communities and expertise to create relevant, compelling and authentic branded content that can spark conversation and build a sustained audience.”
Previous Chevrolet-Google brand initiatives include the award-winning “Firsts” campaign for the Chevrolet Sonic (Aveo) in the U.S.
The Captiva Life Test campaign is expected to reach millions of viewers in Europe and beyond. Chevrolet anticipates that the campaign will gain momentum as the most entertaining Captiva Life Test features go viral in social media.
To roll out this campaign across Europe, Chevrolet is working with its two global lead agencies: Commonwealth (Milan) for creative and coordination and Carat (London) for media.
