2012 Winners & Shortlists

Results and Effectiveness

The results far surpassed our objectives: • Silverado Sales jumped by 137% (Aug 2011 vs. Aug 2010) vs target 49% target - (300 additional units sold) (Source: GM Sales Report) • GM Accessories sales increased by +10% (Source GM Sales Report) • Campaign generated 80,088 consumer customized on-line Silverado designs via the simulator. (Source: MBC.net) • Campaign generated 800,000 SMS participants from the Battle of the Garages TV show. Source MBC Broadcast) • Investment $140,000 and received $21million of on air exposure – ROI of 14,900% Source: Ipsos/statex

Creative Execution

We developed a 13-week, 5min segment on MBC action whereby four garages competed head to head to create the best customized Silverado using GM parts & accessories in the Middle East. The winning garage was determined by the viewers via SMS, who also was entered in to win the ‘Battle of the Garages’ shows dream pick up’s. To encourage greater consumer engagement, we launched an on-line simulator where users got the chance to design their own Silverado and get another chance to win a pick-up for the highest voted design. The concept was more than just showing the trucks, it was also about getting the consumers engaged with the brand. The application allowed consumers to virtually customize their own Silverado, all they had to do was simply register to gain access. The application was actively promoted within the programme, supported by 3,000+ TV promo spots and 1 Million display banners.

Insights, Strategy and the Idea

GM dominates the ‘full size pick up’ market (share 61%) but under increasing threat from Ford and Dodge. For Gulf Arabs, the pick-up’s function as a utility vehicle is almost irrelevant. These guys use their pick-up as a status symbol, a badge symbolizing their macho attitude and parade their love of personalizing their vehicles with the latest custom accessories. To offset the competition GM needed to own ‘individualism’, build brand love and brand experiences around their love of personalization in this category that is uniquely local. Here we saw an opportunity to build a regional 1st – a locally produced Arabic TV program all about pick-up’s, customization and customer engagement - ‘Battle of the Garages’ Battle of the Garages – GM Campaign Objectives: Increase Silverado sales by +49% Grow GM accessory business by + 5% Increase digital engagement matrix above 8% conversion