2009 Winners & Shortlists

The Campaign

ACDelco is a General Motors subsidiary that sells spare parts and services cars. Without communication in years, ACDelco wasn’t defined as a brand. The target audience believed in many misconceptions. And thousands of people from different backgrounds had to be addressed. The idea: A whole new way of thinking: Changing ACDelco inside out by establishing a positive ‘can do’ attitude that overcomes all obstacles of a recession. This task needed an integrated way of communication and thinking. Positive thinking. All embodied in a small little word that made the big dream of success come true: YES.

Success of the Campaign

The campaign topped all expectations. Not only did it turn into a word of mouth epidemic in which the entire MENA region took part, ACDelco also celebrated its best year in history. They reached their annual goal four months earlier than planned and increased their sales by 28%. Not bad for a small little word.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign started with internal workshops to spread the contagious positive thinking. Toolkits were sent to wholesale partners containing everything to get all stores ready for the campaign launch. The fun version of a mission statement was sent to every employee: the book of YES. A premium direct mailer recruited new partners. TV, radio, press, ambient, guerilla, outdoor and instore advertising created awareness. A communication toolkit was sent to retailers aligning even the smallest tactical ads in each market. Online, ACDelco’s new attitude engaged the audience to take part: with a website, viral videos and an interactive screensaver.