In October 2016 the NG Chevrolet Malibu was unveiled, a challenging launch in the crowded sedan segment. The campaign targeted defectors from competitive brands, particularly those looking to move to mid-sized SUVs.

A campaign concept ‘Car X’ introduced an unbranded version of the vehicle as a prelaunch teaser. This included a TV commercial that showcased the advanced features and sophisticated styling of the Malibu to a sample group without preconceived ideas or brand bias. Participants used terms like “luxury”, and “sculpted” to describe their first impressions of the Malibu.

The curiousity aroused by ‘Car X’ encouraged the crowd to explore the Malibu’s finer details as they tried to solve the mystery. Their surprise when the Malibu was unveiled, and their unbiased perceptions leading up to the reveal helped win over viewers, direct prospects to dealerships and drive ownership figures across the MENA region.

The microsite was developed using a budget of less than USD 10,000, and was deployed in English and Arabic, across eight key markets in the region - UAE, KSA, Oman, Lebanon, Jordan, Qatar, Kuwait and Qatar. The goal was to intrigue and excite shoppers, so the content was carefully and purposely curated, focusing on beautiful images and interactive videos which were bolstered by hard facts and specifications. Call to actions were kept minimal and prominent, driving viewers toward a very specific outcome.