GMC Hummer EV - Malibu SerieS & Like Nothing Else

For year two of the GMC Hummer EV culture work, RV focussed on California - specifically Malibu and LA - as regions with a high usage of EV and reservationist base for the brand. Agency cast and shot five unique films highlighting different capabilities of the vehicle; Off-Road Beast, Immersive, Superfast, Design and Next-Gen Electric, under the title Malibu Series. Each capability was mapped to a different cultural influencer to humanize the content and offering. Cast: Don C (lead curator) , Angus Cloud, Big Sean, Kelly Wearstler & Ryan Garcia. Content assets created included a hero film, individual talent films, stills, a campaign poster, TikTok content & BTS content.

Assets were utilized across GMC channels, sales mediums, influencer social and PR, generating a reach of over 308m.

To continue the conversation with key creatives, vehicle reservationists and dealers, agency created a unique experiential activation. Like Nothing Else - named after the original line used to promote Hummer - was created in a partnership between the brand, SHOWstudio and Don C. The immersive installation was held in a landmark three story building on Melrose in West Hollywood. Daytime saw customers and dealers attend with all booked within one hour of release. The evening featured a performance by Big Sean tying back to the Malibu Series, which was also shown on large screens. Attendees included: Paris Jackson, Karl-Anthony Towns, Jordyn Woods, Teyana Taylor, Daphne Guinness, LL Cool J, Devon Carlson, D-Nice, Nicola Formichetti & Ty Dolla $ign.

Guests were given a unique vehicle centred piece of social content which generated 350m reach in social reach alongside 20 pieces of coverage.

GMC HUMMER EV MALIBU SERIES

Like NotHing Else - GMC HUmmer EV Immersive Experience