General Motors

INVNT’s objective was to launch the new Chevrolet Corvette ZR1 in a way that respected Corvette’s heritage and effectively emphasized the ZR1’s distinctive, record-breaking features. These features differentiated the ZR1 from its predecessors and were the event’s primary focus. 

INVNT’s strategy, guided by the principle of ‘show, don’t tell,’ was to ensure that every attendee was fully engaged. The team selected the exclusive Concours Club of Miami as the venue, securing exclusive access to a private track typically reserved for club members. The press conference attendees were strategically positioned in the pit lane next to the track, providing them with the best view of the ZR1’s debut in action. This allowed  guests to fully experience the power and performance of the ZR1 as engineers drove additional laps. Additionally, various displays were set up throughout the reception area for everyone to explore.

To enhance the experience, GM President Mark Reuss took the driver’s seat, bringing the car on stage for the reveal after an exhilarating lap. His direct involvement not only added an element of authenticity but also a level of excitement that a professional driver could not match.  The launch event also marked the retirement of Corvette Chief Executive Engineer Tadge Juechter, who presented the most powerful Corvette and joined this historic moment for General Motors. 

The landmark debut successfully celebrated the Corvette’s legacy while showcasing the ZR1’s groundbreaking capabilities. This exclusive, invite-only immersive experience created a memorable and impactful launch that resonated with all 75 attendees, including media, influencers, and around 30 internal GM personnel. The INVNT team was privileged to be part of this occasion and  honor Corvette’s heritage.