2009 Winners & Shortlists

Results and Effectiveness

The trucks achieved an estimated free 3.2 million impressions per month. ACDelco’s stores reported increased customer traffic as well as a change in people’s perceptions. Being part of an integrated campaign, the trucks helped making 2008 ACDelco’s most successful year in history with a sales increase of 28% (Y.T.D. Dec 2008).

Creative Execution

We rebranded ACDelco’s trucks that followed the target audience. An arrow on both truck sides pointed at every passing car, telling everyone: Yes, we also have spare parts for this car.

Insights, Strategy and the Idea

ACDelco is a General Motors subsidiary and the world’s largest car parts brand. In the MENA region, a major misconception prevails: people think they only do spare parts for American cars. Since ACDelco’s network is big, many delivery trucks commute on the road. The idea: turn them into free ad space that interacts with the audience in a fun and engaging way. They went were the target audience went without any wasted coverage: on the road, on highways or parked on the side of the road.