2015 Winners & Shortlists

Results and Effectiveness

The water activation was recorded and published on GMC’s facebook page and within a mere 48 hours, the video had over 10,000 views. Over the 3 day on ground period, GMC received 100 leads from people registering their interest in the 2015 Yukon. As a first in the region, the water projection drew all the right attention to the brand and helped to alter perception by introducing the new technologically advanced vehicle.

Creative Execution

Starting in August 2014, we used Television, OOH, Magazine, Digital and Social to tease, excite and inspire. We leveraged mass-reach channels to deliver the message in contextually relevant environment; leaving no doubt that the 2015 Yukon has ARRIVED. The final stage of the campaign (to engage and covert) was a live out of home ambient activation. A 3D water projection took place at City Walk, Dubai - a highly relevant environment with a mainly Emirati audience. The activation took place over 3 weekend evenings; a 2 min show was projected hourly from 6-12pm using the existing water feature located at the venue. The water feature is located in the central point of the complex, surrounded by F&B outlets – creating a high impact location. There was a Yukon stand display to be located next to the water feature with promoters to assist with booking on site test drives and data collection.

Insights, Strategy and the Idea

Business: Achieve a total volume of 12,759 Yukon and 4,464 Yukon XL in CY14. Marketing: Reactivate existing consumer base. Conquest SUV E segment buyers Attract first time SUV E segment buyers Communications: Change perception of old fashioned design and outdated technology. Recreate excitement among loyal buyers. Build on charismatic legacy of the brand Our most valuable consumer was male Gulf Arabs aged 35-45 years old in upper/upper middle class socio-economic category. While all familiar with the Yukon brand, GMC was losing out Landcruiser and a increasingly the Nissan Patrol who dominate the segment. We planned to use a 4 stage approach to tease, excite, inspire and finally engage/convert.