Enrolling the Bad Boy
Overview
The factory Corvette Racing team wins most races against Ferrari, Aston Martin, Lamborghini - marquees that cost twice as much as a Vette, yet
Corvette Racing success is not widely known. And Corvette was off the radar and consideration list of most Gen X buyers.
Challenge
To position Corvette as relevant to a younger and wider audience.
Solution
A flaming skull logo and "Take No Prisoners" message scrawled on the board at the LeMans race in 2004 inspired us to create a Mascot that was embraced by
the team and has become the renegade rallying icon for Corvette Racing. The mascot appears on the racecar, team uniforms, and a dedicated microsite.
Through the site and its viral videos, marketing stunts, racecar designs, parties, and merchandise, BBV engages a young and wide audience of race
fans, auto enthusiasts, and regular guys with an acknowledged "COOL" spin on Corvette.
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