Chevrolet was looking to refresh its brand and image and depart from the Chevrolet of old to become a more fun and contemporary reflection of the Chevrolet of today. Chevrolet was also looking to shake up the traditional test-drive experience to appeal to a new generation.
As Chevrolet was a sponsor of both the Canadian National Exhibition in Toronto and Pacific National Exhibition in Vancouver, the target audience for the Road Coaster was the fair-goer. The people that attend are a new generation of experience-seekers on the hunt for unique fun and entertainment.
The 18 day activation included a turbocharged ride through a new virtual Chevrolet landscape using an actual 2013 Chevrolet Camaro SS and a 2013 Chevrolet Sonic RS Turbo with modified pneumatic shocks. The motion-simulation vehicles, although stationary, lifted, moved and shook as the participants drove them using the actual vehicle steering wheel and pedal inputs each in front of a massive 80" LED screen on a futuristic virtual roller coaster track.
Participants presented their unique QR code printed on their Road Coaster driver license to a camera located inside each vehicle. Using the previously created database the game interface retrieved the name and photo of the driver for an initial greeting displayed on the giant 80" LED screens.
The Road Coaster track featured multiple twists, 360 loops and jumps. Set in a futuristic Chevrolet environment, drivers raced through each challenging turn and a futuristic Road Coaster landscape that included subtle branded vehicle integration. Upon crossing the finish line a congratulatory message displayed the total time and the driver's ranking.
After each race every driver was emailed their photo and results and invited to share their experience online via Facebook, Twitter, and Instagram. Chevrolet also promoted The Road Coaster via the CNE and PNE websites and the Chevrolet Canada website and social media channels including Facebook and Twitter.
Chevrolet utilized a variety of in-venue and out-of-venue signage including Lakeshore Boulevard and Gardiner Expressway signage, silver box signage, directional and pedestal signs. Promotional support was also leveraged in the CNE and PNE programs and sponsor recognition signage throughout the property sites.
The on-site Concierge Program stationed within the Road Coaster activation promoted test drives at the local dealerships. Product specialists were on hand to deliver key vehicle features and answer questions along with promoting contest entry. People who identified that they had a zero- to three-month purchase intent were scheduled for test drive appointments at local dealerships.
The shift away from the traditional test drive equated to a 95% increase over last year's test drive activation.
Utilizing the on-site Concierge Program Chevrolet was able to book 22 test drives for interested people at their local Chevrolet dealerships.
An estimated 190,000 people visited the display footprint. Approximately 44,500 people interacted with our staff and vehicles and 9,490 drivers and 7,380 passengers experienced the Chevrolet Road Coaster firsthand.
The Chevrolet Road Coaster activation received the Best Commercial Booth Presentation award at the 2013 PNE in Vancouver.