Brand | GMC |
Product/Service | AUTOMOTIVE |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Use of Digital Media in a Direct Marketing Campaign |
Entrant Company
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Media Agency
|
CARAT Dubai, UNITED ARAB EMIRATES
|
Media Agency 2
|
LIQUID THREAD Dubai, UNITED ARAB EMIRATES
|
Production Company
|
BOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
Most content shows the same side of Dubai. The content focuses on the tall buildings, waterparks, events, and nightlife. Our campaign took a different route. We tried to create a stronger bond between the country and people living in it by showing them a side of the country they haven’t seen before.
Creative Execution
GMC has been around the region since 1943. This has created a special bond between GMC and people from the Gulf countries. Because of this shared heritage, it made GMC the perfect brand to push the drive for people to get to know their country better. Also, the terrain in the UAE can be quite challenging. It needed a truck that could navigate desert, mountain, and deep dirt terrain. It made the GMC Sierra the perfect companion for this road trip.
Results
The ultimate goal of our campaign was to further strengthen the bond between Emirati’s and GMC. We succeeded in many ways but the most powerful was the fact that on the UAE national day itself, #OURUAE became a trending twitter topic with “GMCARABIA” as one of the main related terms used in conversations. Overall we managed to generate $7.8 million worth of PR coverage, we reached over 4.5 million users on facebook and on Twitter, it created 1.7 million impressions.
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 |