2017 Winners & Shortlists

FLIPPIN' TRUCKS BY FLIPPIN' BURGERS

Client/BrandCHEVROLET
Product/ServiceAUTOMOTIVE
EntrantCOMMONWEALTH Dubai, UNITED ARAB EMIRATES
Type of EntrySocial
CategoryInfluencer / Talent
Idea Creation COMMONWEALTH Dubai, UNITED ARAB EMIRATES
Idea Creation 2 INITIATIVE MENA Dubai, UNITED ARAB EMIRATES

The Campaign

As fate would have it, the region’s largest off-roading event with 200,000 petrol heads from around the region was taking place at the same time, smack bang on the border of the UAE and Saudi Arabia. On paper, this sounds like the perfect place to unveil our new truck, but Liwa doesn’t let brands advertise there. This is an invitation only, closed party. And we wanted in. So we partnered with SALT, a home-grown burger sensation from the UAE and helped them make a burger. Their success both as a burger joint and influencer just so happened to net them an automatic invite into the Liwa festival. But, they would need something seriously powerful to tow their 4-tonne air streamer. Light bulb. Under the guise of a simple tow-truck we hitched SALT to the back of the Silverado and headed out on an epic 5-hour desert drive to Liwa.

Creative Execution

Together with SALT we made a limited edition Trucker Burger that was served exclusively at the Liwa festival. Along with the Trucker Burger we made limited edition packaging with our branding. Visitors of our burger joint were invited to share pictures of the Trucker Burger on Instagram under the #truckerburger. Limited edition flyers drew comparisons between the Trucker Burger and the SIlverado by showing what they're made of. Every visitor had a chance to enjoy the Trucker Burger and explore, experience and learn more about the SIlverado whilst they waited for their patties to cook.

There were queues around the dunes! As expected, the burger was an instant hit, selling out every night. And as a result, there were thousands of adventure hungry Arab men who got to meet the new Silverado while they waited. Our teams were on hand to give truckers a taste of the Silverado and sales from the leads we got during the partnership earned us an unprecedented 94% sales increase. Not bad considering all it cost us was a tank of gas. As an added bonus, the fans who decided to follow us on Instagram as a result of the events grew our social media fan-base by over 1000%. Salt even opened up two new locations to serve off-roaders all year round due to their newfound popularity. We proved that media is what you make of it. If existing channels don't work for you, then create your own.

Our target audience is 25 – 35 independent, confident, adventurous Arab men seeking new ways to express them self. They often don't respond to conventional media and we had to find a way around it and become a part of their culture. We used Instagram as one of our channels in order to leverage well over 100,000 local followers that SALT has. By partnering with SALT we also managed to gain access to the Liwa off-road festival and create our own new media channel by simply towing a burger truck.

Credits

Name Company Position
Andrej Arsenijevic Commonwealth // McCann Creative Director
Tamer Elsawy Commonwealth // McCann Associate Creative Director
Darren McCall Commonwealth // McCann Associate Creative Director
Conan Gregory Commonwealth // McCann Senior Integrated Account Manager
Mazher Abidi Initiative Media Head of Social Media
Links
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