Issue

"Find New Roads" is more than just a tagline for Chevrolet—it’s a call to action, inspiring individuals to explore possibilities and create a better future. Two years after launching this global mantra, Chevrolet faced the challenge of demonstrating its commitment to the ethos in a tangible way. The brand needed a program that would go beyond traditional advertising, showcasing "Find New Roads" as a lived philosophy while addressing the growing negativity that had come to dominate online spaces.

Insight

Positivity is the spark that enables people to begin finding new roads, but the internet today is increasingly fueled by negativity and hate. People are more likely to share negative news than positive stories, creating a cycle of pessimism and division. Chevrolet identified an opportunity to break this trend by rewarding optimism and encouraging individuals to share positivity. The challenge was to create a memorable digital experience that reinforced the power of positivity and aligned with the brand’s mission to inspire and empower.

Idea

Chevrolet introduced the "Positivity Pump" as part of its global "Fueling Possibilities" initiative. The activation featured a gas station where people could earn free fuel based on their "positivity score," calculated through IBM Watson’s AI. Watson analyzed participants’ social media posts from platforms like Facebook and Twitter, scoring them based on how positive their content was.

The Positivity Pump served as both a metaphor and a literal demonstration of Chevrolet’s "Find New Roads" philosophy, linking the rewards of positivity to the concept of fueling progress. It dramatized the idea that optimism isn’t just a mindset—it’s a force that can create real-world benefits.

Implementation

The Positivity Pump was unveiled as an experiential activation at a specially designed gas station. Drivers participated by connecting their social media accounts, allowing Watson to analyze their posts and determine their positivity score. The higher their score, the more free fuel they received. The campaign was amplified through digital storytelling, including videos showcasing the experience and participants’ reactions. Social media posts and influencer collaborations expanded the reach of the activation, sparking conversations about the power of positivity.

By combining cutting-edge technology with a human-centered message, Chevrolet created an experience that resonated deeply with audiences. The visual and narrative elements tied seamlessly to "Find New Roads," presenting positivity as the key to unlocking new opportunities.

Impact

The Positivity Pump achieved significant cultural and digital impact, generating widespread media coverage and sparking engagement across social platforms. It created a meaningful connection between Chevrolet’s brand values and its audience, reinforcing the idea that positivity fuels progress.

The campaign not only encouraged self-reflection and optimism but also solidified Chevrolet’s commitment to innovation and purpose-driven marketing. By transforming a simple act like refueling into an inspiring and rewarding experience, the Positivity Pump brought "Find New Roads" to life in a way that was both tangible and memorable.