The consumer, 40 to 55 years old, hard-working urban or rural men, was interested in performance. Yet valued the quality that provided perception of status. They drew confidence from knowing their vehicle could tow, haul and load whatever they need and still would exhume sophistication.

Our insight was that Sierra consumers were always competing. More mentally and emotionally but they would like physically too. For them choosing a pick-up was like choosing a racing car for a very different type of competition.

The product truth was delivering to this – Sierra is about better performance than a premium car needs.

Competing was what consumer and car were ready for.

“The Sierra Challenge”

Sierra competes against six rival brands to own three crowns: power, efficiency and torque. Test-driving become a competition in an uncommon pick-up context: sea, sand-dunes, extreme downhill, etc. It was against all rules of the category.

Digital video is not only a touch point but a research tool used by the target along their purchase journey. Hence the content helped us influence sales too.

Six videos were generated to showcase Sierra’s superiority over competitors:

• Sierra vs sea to prove its torque and traction power 4x4.

• Sierra vs heavy containers for traction control.

• Sierra vs quicksand for stability.

• Sierra vs extreme downhill for breaks control

• Sierra vs chronometer, to showcase Stabilitrak® and how it works for safety

• Sierra vs gravity to prove its prowess shifting gear from 2WD to 4WD

Videos were placed on YouTube, Facebook and Twitter and in relevant sites as display formats and animated banners targeting research phase of purchase process. Brand site hosted all videos giving two weeks to each challenge before new one was released.

During 2016 Sierra has maintained only digital communication and became the most searched vehicle of GMC family with a 30% leads increase (2016 vs 2015).

Videos helped increase sales by 6%

The activity boosted the following metrics:

- Over 8 million views on Social (10% complete view).

- Over 16 million views on Display (12% complete view).

- 36,371 videos shared on Facebook.

- Social reactions: 315,234

Compared with previous campaigns a single video of Sierra Challenge 2016 generated the same results as whole campaign (Total views in 2013 1,063,759 vs Total views in 2016 7,137,616)

This campaign helped Sierra achieve 600% increase of views vs previous Sierra campaign.