Chevy LoFi

No automotive segment is more prone to the “sea of sameness” curse than Sport Utility Vehicles (SUVs). American roads are overrun with a swarm of indiscernible SUVs of similar shapes, sizes, and styles — and American consumers are inundated with SUV marketing that’s all too often homogenous and interchangeable.

Our challenge was to make waves in the SUV sea of sameness. To make a splash on social feeds. And to highlight the modern, stylish family of Chevy SUVs while persevering each vehicle’s distinct persona. Our budget and timing didn’t allow for a traditional location shoot, so we needed to find a creative way to make our SUVs stand out from the pack — and stand together as a diverse lineup.

So, we looked to the worlds of illustration and music — specifically, the ethereal, chilled-out world of lofi art and hip-hop. This trending style is known for its distinct, painterly illustrations and low-key, relaxing tracks. It’s an emerging style that’s instantly recognizable and, luckily for us, not yet adopted by the automotive industry.

Our idea: Tap into the lofi trend to create a novel visual style and sound for the Chevy family of SUVs and each vehicle’s unmistakable personality.

The Results –
Our lofi vibes were chill — but the response was anything but.

Our post was picked up by Chevy dealers, and out of 2,478 eligible dealers, 860 engaged with the content, resulting in an engagement rate of 34.7%. This generated 78,243 impressions, 53 click-throughs and 521 engagements — making it one of the most successful Chevy dealer social posts ever.

On our organic feeds, we racked up 146,919 views and 6,572 engagements, with above-average views and comment interaction on Instagram (99,474 views and 76 comments).

ClientChevroletRoleCreative DirectionYear2021