May The Best Car Win

Or How To Bring A Bankrupt Car Company Back To Life

A Case Study For Resurrection

How does a bankrupt company sell cars after a government bailout? (Let’s just say failure was not an option…) We assumed a transparent stance, made no wild claims, and let the product do the talking, starting with an integrated blind-tease campaign that changed the conversation.

Sales increased for the first time in 20 months. GM was back in the game.

Watch the following case study.

MTBCW  |  Tease


Generate Perceptions

Along with blind teaser spots, we created a microsite to generate a baseline of automotive perceptions:

• Who builds the most fuel-efficient car?
• Who builds the safest car?
• Who builds the most dependable car?
• Who builds the best performance car?
• Who builds the best car?

Opinions were gathered, and rumors began as to who was driving this effort…and then one car company “put it all on the table” to let the cars speak for themselves…

MTBCW  |  Broadcast


Cadillac CTS-V Challenge

Bob Lutz, GM’s Head of Marketing, challenged all comers to a race in his 2010 Cadillac CTS-V. The showdown occurred late 2009 at the Monticello Motor Club in Monticello, New York and was documented by SPEED Channel, edited into a half-hour TV program and distributed in numerous YouTube videos.

Using my experience as a former IRL track photographer, I also played cameraman and shot HD footage for the broadcast.

In the second CTS-V video, former Jalopnik auto blog editor Wes Siler made the challenge and was boasting online how he wasn’t going to let GM win…here his on-track responses speak volumes.

MTBCW  |  Print

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