In early 2014, research revealed a sense of apathy toward the Chevrolet brand; and stagnant sales confirmed the neutral sentiment.

With major launches imminent, Chevrolet needed to launch a campaign to improve sentiment and breakthrough the apathy.

Despite many perceptual issues, Chevrolet felt confident it could change consumer opinions because the vehicles today were truly some of the best in its history. We knew if we could get people to look at the brand differently, consumers would be both surprised and impressed with what they saw.

To launch, Chevrolet wanted to surprise and delight consumers across the county. We created a full day dedicated to surprising and delighting people across the county on April 1st. But this was no April Fool’s joke. We turned an average Wednesday into everyone’s “Best Day Ever.” Our mission was to create a very disruptive, public and unmistakable signal that it’s a new day at Chevrolet.

Our hook to grab consumers’ attention was to demonstrate real, genuine surprises all across the country in one single day. By calling the program the “#BestDayEver” it did just that.

We recruited popular YouTube celebrities to host our eight-hour live show. Put on concerts with help from our friends Kelly Clarkson and Kid Rock. Sent substitute teachers like Spike Lee, Olivia Wilde and Alec Baldwin to influence our youth. Filled people’s tanks with gas, and their tummies with food. And above all else, put smiles on the faces of those who needed it most.

We watched as their new “trucked-up” profiles turned these Average Joes into eligible online bachelors with an average of 300% more views, 47 more photo likes per day, and over 2,000% more winks — proving that a truck can do just about anything.