The intent of the activation was to build exclusivity. To achieve that a special Chevrolet Trailblazer brand store was set up on Amazon.in, the only place where one could buy a Trailblazer in India. Strategically targeted online banners directed traffic to this brand store.

Furthermore, a short film was made about someone quite like our audience of one – a young, successful, nouveau riche professional. Humble beginnings meant that he never risked unboxing his only toy, ‘a small Chevrolet in a small box’.

Years later, his wife discovers the Trailblazer launch activation. As the Amazon delivery box is opened to reveal the Trailblazer, the ‘car’ comes out of the box, both literally and metaphorically.

To create further buzz, we filled the Trailblazer Amazon delivery box with indestructible footballs. And invited some deserving kids to open the box. Their surprise and joy made for an engaging culmination to the launch.

The Chevrolet Trailblazer was launched via an exclusive brand store on Amazon.in. Rich media banners, social media posts and the Chevrolet India website were used to drive traffic to the online Trailblazer store. Teasers went live on October 16 followed by the launch on October 21, 2015. Chevrolet also released three online videos. The first video showed a truck transporting a huge Amazon brown box across the country. The video was preceded by a very successful Twitter campaign wherein #WhatsInTheBox #BoxOnWheels #MysteryBox and #BoxUnveiled trended over 4 days. The second video unveiled who had placed the order – a loving wife who wanted to gift her husband a ‘car in a box’. The third video showed what Chevrolet did with the Amazon box after the delivery. The third video’s rollout saw #BoxOfHappiness and #ChevroletIndia top the trend list. A total of 221 million impressions and over 4 million views resulted.

The Trailblazer is the most expensive car ever sold by Chevrolet India. Yet, it managed to meet its annual sales target in only 45 days after launch. So much so that Chevrolet had to import more units in a hurry just to keep up with demand generated by the Amazon activation. The Chevrolet brand store on Amazon got 116,715 visits in the first 5 days alone. And saw a 30% better CTR than even the iPhone 6 launch on Amazon. The campaign trended on Twitter over four days preceding the launch of the video assets and two days after the campaign concluded. 4 million views, 221 million impressions, 62 thousand likes. The campaign is easily the most successful activation and partnership done by Chevrolet India. And it has got the numbers to prove it.