Dr. EVil for GM

Our work with GM.

Fighting climate change by making electric vehicles accessible to everyone.

Insight.

In the minds of Americans, being sustainable means one of two things: doling out extra cash they don’t have to purchase “green” products or making extreme lifestyle changes that are inconvenient and frivolous. Americans want to be climate supporters but are looking for it to be easy and fun.

While GM has committed to going fully electric by 2035, the public does not realize that GM is actually making Electric Vehicles today. In fact, people don’t realize that a lot of automakers other than Tesla have EVs that are more accessible for drivers across the country. Elon Musk is literally sucking up all the oxygen in the EV conversation.

We needed to find a way to break through and differentiate our EV message to make a real impact.

We rallied around this ideology: We are the first generation to feel the effect of climate change and the last generation that can do something about it.

We knew the answer lied in GM’s Ultium Battery Platform technology because of its distinct ability to make EV’s accessible for anybody at any price point and its power to make anybody a climate activist.

Case study.

Global Chief Marketing Officer
GM
Deborah Wahl

"Climate change is a serious topic, but when you approach it with comedy in this way, people are more open to it and understand it better."

We changed the conversation around climate change and showed the world that GM has the game-changing technology to get everybody in an EV
139M potential viewers heard Dr. EVil admit on live air that climate change was the number one threat to the planet. Earning GM an estimated reach of 20.2M.
Dr. EVil’s social media takeover garnered 6M impressions across GM corporate owned channels and 81% positive sentiment. Trending nationally on Twitter at #9.
Dr. EVil also piqued interest in GM’s Ultium platform resulting in a 134% increase in traffic to GM.com.

Our work with GM.

Fighting climate change by making electric vehicles accessible to everyone.

Insight.

We rallied around this ideology: We are the first generation to feel the effect of climate change and the last generation that can do something about it.

Case study.

Global Chief Marketing OfficerGMDeborah Wahl

"Climate change is a serious topic, but when you approach it with comedy in this way, people are more open to it and understand it better."

We changed the conversation around climate change and showed the world that GM has the game-changing technology to get everybody in an EV

139M potential viewers heard Dr. EVil admit on live air that climate change was the number one threat to the planet. Earning GM an estimated reach of 20.2M.

Dr. EVil’s social media takeover garnered 6M impressions across GM corporate owned channels and 81% positive sentiment. Trending nationally on Twitter at #9.

Dr. EVil also piqued interest in GM’s Ultium platform resulting in a 134% increase in traffic to GM.com.

Sopranos

Eat a Swede

Global Chief Marketing Officer
GM
Deborah Wahl