( Historical client )
Pontiac was introducing a new model... the Vibe. It was one of the very first models in the entry-level car/small-SUV crossover category.
GM wanted to target young adults who were first-time car buyers, with urban sensibilities.
We started with the insight that young adults have strong psychological/emotional connections with their cars, and use them almost as an extension of their personal living space. They spend a substantial amount of time in their cars, often with members of their social circles.
WHAT WE DID
For one thing, we created the first TV commercial ever produced by General Motors without a voiceover. Instead we used original music to drive the theme of each spot, showing aspirational members of the target leading exciting moments of their lives while interacting with the Pontiac Vibe. The car was the co-star of each commercial, as well as the plot-driving vehicle (pun completely intended).
The car launch was very successful and the Vibe was a mainstay of the Pontiac lineup... until General Motors reorganized under federal bankruptcy protection in 2009 (but that was for completely different reasons).