Chevrolet is continuing the ‘Life Test’ launch campaign for the Captiva crossover with a few unique approaches, including driving the Captiva without a driver using musical instruments, as well as videos from YouTube video creator Dr. Allwissend and MOFILM.
Driving A Driverless SUV
To prove that the Captiva is, in fact, “Ready for Everything”, Rob J. Mardin (better known on YouTube as Brett Domino) and Arduino — the creators of an open-source electronics prototyping platform, came up with a unique idea for the test.
Having been featured on BB Radio 1 and ITV’s Britain’s Got Talent, Brett Domino is a music, comedian, and otherwise internet celebrity who plays covers, medleys, and original songs on what can only be described as obscure instruments. His YouTube videos have recorded over 15 million views, and his two-man band — the Brett Domino Trio — also includes Steven Peaves (Ste Anderson).
The band will take a Captiva and direct its movements using an electric keyboard and other instruments using Arduino Uno and Due micro-controllers that convert signals from the musical instruments into commands, which are subsequently transferred to the CUV’s throttle, steering wheel, and brakes through compatible digital servo motors. The performance is set to rank as the band’s most unorthodox yet, according to Chevrolet.
The videos will make their way to youTube at the end of August, just in time for the launch of the ‘Life Test’ campaign in Germany, Switzerland and France.
On a completely opposite end of the video spectrum, comedian Dr. Allwissend will “put the Chevrolet Captiva through its paces and elicit smiles and amusement among his audience along the way”, according to Chevrolet. The Berlin-born comedian created his YouTube channel in 2011 as a hobby, and today operates three channels.
Inspired by the early success of the campaign, Chevrolet also brought on board longtime partner MOFILM, a global community of filmmakers specializing in branded storytelling, to further extend on the Captiva Life Test campaign. Five film makers and their crews will run 24 hour challenges with the Captiva across Europe and document their experiences in short films, with the first web videos expected to be released in early August.
The GM Authority Take
Some of these efforts (especially that of the Brett Domino Trio) sound intriguing. We assume that the goal here is to generate buzz in a low-cost fashion, which is something that the Chevrolet brand needs in Europe. Coupled with the aspect of a targeted YouTube audience, most of whom likely need an introduction to The Bow Tie brand, and the Life Test campaign makes sense.