The All-New Malibu was being launched into the infamous “affordable mid-sized sedan” segment. A group of cars that are well, not exactly pin-up material. And the news of a new one would hardly set the world on fire. This meant that people would be judging our latest addition to this segment before it was even given a chance to show just how different it really is.

Our objective was to ignite excitement in the launch of the all-new Malibu as a re-definition of what to expect from a mid-sized sedan.

We created an entire teaser campaign that featured the unbranded Malibu under the guise of the all-new CarX. An advanced mystery car with stunning design and advanced technology. There were social posts from mystery accounts. A secret landing page where people could explore this mystery car in detail. We then worked with Twitter to create the World’s First unbranded Twitter campaign to talk about CarX. We even changed our tone of voice to make sure that people had no idea who was creating them. Our print and outdoor executions were driving people to a secret landing page where they could explore this mystery car.

To reveal the Malibu, we created a social video to see what people really thought of the unbranded CarX and to guess what it was. We got real people, not actors to experience the car and give us their honest and unbiased opinions.