The idea was to get our invitees so interested in Classic Chevys that they would definitely want to attend the Chevy Homecoming Day and see the real Classic Chevys with their own eyes. So, based on the insight that car lovers were also obsessed with decorating and re-decorating their cars, we created a Vintage Chevy Kit. This interactive kit has an almost game-like quality to it. The “players” can literally play around with multi-coloured car parts in order to visualise their dream Classic Chevy. The kit also doubles up as a calendar that becomes a daily reminder of the Classic Chevy.

As an invitation it did its job well since there was up to 73% attendance at the event. In terms of brand salience, it chalked up sales – over 150 Chevrolets got sold in one single day. Interviews with guests revealed a huge sense of admiration for the brand and appreciation for the invitation kit. This exclusive invitation has now almost become a collector’s item. People who did not receive it are asking for one. The word of mouth has definitely helped boost the brand’s image as a legendary American car.