The Problem.
With the advent of the all-new 2014 Corvette, it was time for the brand to shed old misconceptions
and target a new generation of sophisticated driving enthusiasts.
and target a new generation of sophisticated driving enthusiasts.
The Solution.
An integrated campaign leading up to the 1.13.13 reveal date to let the world know
that everything about Corvette was about to change.
that everything about Corvette was about to change.
Even Jalopnik had good things to say.
To build anticipation during the pre-reveal phase, quietly dropped camouflaged 2014 Corvette prototype into GT5 to let gamers preview the performance of the new car with impressive virtual accuracy.
Then we launched a teaser site to house series of mysterious film trailers, and introduce a bold new brand voice. When the countdown clock hit zero, the in-game camo vanished from GT5 to reveal the top secret 2014 Corvette Stingray in the world's first-ever synchronized digital auto reveal.
