Brand | GMC |
Product/Service | AUTOMOTIVE |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Integrated Campaign |
Entrant Company
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Contributing Company
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Media Agency
|
CARAT Dubai, UNITED ARAB EMIRATES
|
Contributing Company 2
|
LIQUID THREAD Dubai, UNITED ARAB EMIRATES
|
Production Company
|
BOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES
|
The Campaign
The UAE is a country made up of 7 emirates. But most of the population doesn’t know that. That’s because 89 percent of them are expats. For them, the UAE is Dubai and Abu Dhabi, tall buildings, water parks, malls, more malls, and golf courses.
Even the very patriotic Emiratis don’t venture out of the city limits much these days. So, with UAE National Day approaching, we saw an opportunity for GMC to take people off the beaten track and show them a side of their country they’ve never seen before. We picked two Emiratis to explore the 7 emirates in a GMC Sierra. They became the nation’s tour guides. The public followed their journey through weekly episodes leading up to National Day. People could choose episodes to watch by navigating a map of the UAE on a microsite. On the ground, we used Dubai International Motor Show to let people experience the road trip using Oculus Rift Virtual Reality Goggles.
900k unique views on youtube
4.5 million users reached on facebook
22 million social media impressions.
$7.8 million worth of media coverage.
#OurUAE became a trending twitter topic on National Day.
Credits
Bechara Mouzannar |
Leo Burnett Dubai |
Chief Creative Officer |
Andre Nassar |
Leo Burnett Dubai |
Executive Creative Director |
Firat Aktas |
Leo Burnett Dubai |
Account Director |
Ramzi Kiblawi |
Leo Burnett Dubai |
Account Supervisor |
Zaid Alwan/Daniel Salles/Rafael Augusto |
Leo Burnett Dubai |
Creative Directors |
Daniel Salles |
Leo Burnett Dubai |
Head of Art |
Haytham Lamah |
Leo Burnett Dubai |
Head of Arabic |
Sari Al Asaad |
Leo Burnett Dubai |
Graphic Designer |
Samer Zouheid |
Leo Burnett Dubai |
Senior Copywriter |
Katarina Vasilj |
Leo Burnett Dubai |
Art Director |
Daniel Kilalea |
Boomtown Productions |
Producer |
Rory McLoughlin |
Boomtown Productions |
Director |
Robison Mattei |
Leo Burnett Dubai |
Art Director |