Chevy: The Year of the Unexpected

Surprise & Delight: Revved-Up Branding

The Ask

Create a high-profile, premium branded content program with buzzworthy activations and a contagious social movement that aligns with the new Chevy Malibu being the “car you didn’t expect” (read: having features that are uncharacteristic and unexpected compared to other models in its class).

The Answer

Declaring 2016 “The Year of the Unexpected,” –a full year of unprecedented and robust creative activation by a group of editors from our word-class brands, and led by 23 Stories x Condé Nast.

23S, for the first time ever, issued a thematic content challenge to CN brand editors from Self, Glamour, GQ, VOGUE and Vanity Fair, to deliver surprise-and-delight content for a full year, aligning with the unexpected innovation of the new Chevy Malibu model. This “unexpected” editorial was delivered via various formats: print columns; a special interest/collector’s issue, released on Leap Day (100 pages of curated and custom editorial); 55 original digital pieces; and four online videos starring well-known musical talent (i.e. Ben Harper, Michael Bublé, etc.), who surprised their super-fans by conducting a “Sound Test” on the Malibu’s high-tech audio system. The common thread was to present readers with the joy of discovery, including that of the new Malibu—as interpreted by CN’s world-class brands.

The Outcome

This campaign, while still running with more installments to come, has already experienced a +138% average lift vs. the control for favorability, and currently, we’ve exceeded 2MM views across article and video content.