GMC LEBRON CAMPAIGN / GMC HUMMER EV LAUNCH

AGENCY: Ranaverse

Original Music, Sound, & Mix

"General Motors - A Quiet Revolution, 2020

Brought on to associate the GMC Hummer vehicle range with culture and form a non-traditional auto dialogue, RV cast LeBron James as the GMC Ambassador for the new vehicle. Chosen for his prowess and ability to win coupled with his marketing and legacy building off court, LeBron was perfect to evoke the power and innovation of the new GMC Hummer EV.

Stage one of the partnership was the launch of the vehicle name and core capabilities including: 1000 Horsepower, 11,500 lb-ft of Torque, and acceleration from 0-60 mph in three seconds.

To be launched with a Super Bowl TVC created by AOR Leo Burnett with the tagline "A Quiet Revolution", RV's role was to create wider assets for use across PR and Hype social channels including stills and two mini docs around the vehicle capabilities and the making-of the TVC.

RV sculpted Lebron’s deal, including a detailed social ask & roll out strategy to tap into his fame & likability with the Hummer EV target audience and to increase brand awareness. Word spread quickly with campaign garnering 142.9 million exposure across social, and 47.6 million impressions within its first 24hrs of running.

Stage 2 will be the vehicle reveal 5/20.”

PT. 2 LAUNCH

“As part of the GMC Hummer EV Reveal, Ranaverse was engaged to provide a cultural viewpoint to enhance the main campaign. Agency cast a series of creators with leverage in relevant categories for GMC Hummer EV potential consumers. The purpose was to take the design journey of the vehicle and have the story told through different perspectives, to push interest to the reveal moment and then beyond. Agency cast John Geiger (designer), Greg Yuna (jeweler), Kelly Wearstler (interior designer), Don C (designer) and Overland Bound (off road specialists)

First two phases launched in the run up to reveal were introduction and cultural co-sign and then the reveal campaign generated by Leo Burnett.

The first phase of vehicles sold out in 10 minutes.

Phase 3 will see a series of deeper creative collaborations inspired by the Hummer EV.”