2016 Winners & Shortlists

#OURUAE

BrandGMC
Product/ServiceAUTOMOTIVE
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryUse of Promotional Stunts/ Live Advertising / Live Shows / Concerts & Festivals
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

The Brief

People travel half way around the world to visit amazing places, but for some reason when it comes to our own country, we barely make the effort to explore whats out there. 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 have never seen before to celebrate the richness of the Emirati culture.

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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 1.7million 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.

Explain why the method of promotion was most relevant to the product or service

The campaign created 8 episodes featuring two Emirati's travelling around the country in a GMC Sierra discovering places and things to do.

Credits

Name Company Role
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