general Motors: CES exhibit zero
PRODUCT BACKGROUND
For decades, Americans have been conditioned to be skeptical of climate change and vehicle electrification. General Motors decided to make the bold shift from gas to electric vehicles despite all of the negativity, because they truly believed in an all-electric future.
For the first all-virtual CES 2021, GM wanted to announce this complete pivot to all Americans. GM’s vision for an all-electric future with zero crashes, zero emissions, and zero congestion was a dream that was too good not to share with the world.
CHALLENGE
CES 2021 was a completely digital experience. We wanted to make sure that GM got the recognition it deserves as a forward-growing tech company at the first all virtual CES.
How can GM create a wow virtual experience to launch its new brand role of ‘Advancing a Safer World for All’?
How do we inspire, engage and bring people back, day after day, for more?
How does Mary Barra’s keynote drive newsworthy headlines?
INSIGHT
There are those life-altering moments in history when everything changes. As the world is at an inflection point, so too is General Motors.
launch strategy
It’s time to advance a safer world for all and give everyone a chance to experience GM’s vision for an all-electric future, introducing the world to GM’s Ultium battery platform, a modular battery technology that could transform and adapt to any kind of vehicle. We wanted to completely redefine what an electric vehicle could be, whether that be off-roading, self-driving, or even in the air!
Each day, participants could watch and interact with experts through immersive content and inflection stories to really understand GM’s vision and how to become a part of it themselves.
exhibit website
results
GM’s vision for an all-electric future was re-imagined as a virtual, interactive exhibit that sent shockwaves across the automobile and tech industries. Also, GM stock prices hit an all-time high during this week.
215 million impressions in 3 days
2490+ articles
2890+ broadcast clips
5 one show shortlists
1 webby’s awards honoree
1 gold ex awards
1 bronze experience design & tech awards