The Story Lab helped Chevrolet to attract active and creative Millennials through the creation of original moments that captured people’s attention, and engaged consumers across channels making it the #BestDayEver.
Despite being one of the most awarded automotive companies in the USA, Chevrolet brand opinion had not caught up. Younger consumers felt apathy toward the brand. Consumers needed to see the brand differently, so Chevy set out to challenge pre-conceived notions. To celebrate the launch of two new vehicles, Chevy turned a traditional day of pranking on its head. Moving from a day of clichéd tricks, Chevy made it the #BestDayEver – a day of positive surprises, breaking preconceived notions of April 1st and Chevrolet.
As part of a wider team The Story Lab ‘attacked’ the creative and media community together, leveraging media investments and talent relationships as a pipeline to create branded entertainment and moments such as Alec Baldwin substitute teaching and Jimmy Kimmel surprising a family with a new car. These were distributed via a never-been-done before YouTube 8-hour live stream, hosted by top YouTube influencers.