In the Middle East, some blue-collar workers are viewed as commodities. They are largely undervalued; their skills are untapped and their efforts unnoticed. But given the chance, these workers have so much more to offer. Al Tayer wanted to show the passion and creativity their employees could achieve beyond their day-to-day jobs.
Come up with an idea that would showcase this unseen talent found at Al Tayer Motors and prove to the world their true potential.
Our objectives were three-fold:
Firstly, we wanted to celebrate the potential of every worker giving them an increased sense of confidence and pride.
Secondly, we wanted to be known as an employer who truly cares about its employees.
Thirdly, importantly, we wanted the world to know that Al Tayer Motors don’t just hire mechanics – they hire true artisans of their craft. It would help give them an edge over other car servicing companies.
Describe the creative idea.
Elevating the unseen potential and pride of every single mechanic who took part, we helped them inspire a much wider audience to realize their unseen potential too.
And created truly unique way for a brand to lift not just their people, but the business and society as well.
Describe the strategy.
Al Tayer Motors is an established dealership and servicing specialist in the UAE, operating since 1982. While it is known for its car brands, and is a known dealership, its brand and corporate image hasn’t been top-of-the-charts.
With "Unseen Potential", Al Tayer Motors, in the UAE, has owned recycling of automotive spare parts in a distinctive and meaningful manner, and stood out.
The dealership and the agency created a sustainable platform converting wasted spare parts from cars into beautiful art pieces, using the talents of the dealership’s blue-collar and factory workers.
In recognizing the unseen potential of Al Tayer Motors’ workers, we also recognized the unseen potential of spare parts and avoiding throwing away their second life, giving both, the workers and the spare parts, a new life.
Describe the execution.
To discover the workers unseen potential, we set a simple challenge to the: take the old discarded car parts from your workshops and create something amazing.
What to make was left up to them; we wanted the spare parts to inspire their creations.
After they had completed their artworks, we exhibited them in select Al Tayer showrooms.
We then invited select customers and the public to an auction (through a 360-awareness campaign) with all proceeds from the sales going to the workers themselves.
But, it didn’t stop there.
We helped the workers produce a series of how-to films showcasing how they brought their individual sculpture to life in an online content series.
We also asked them to speak about this idea and what it meant to them in leading Universities in the region and in Dubai prisons, where they inspired inmates to produce their own art pieces.
List the results.
+19% increased awareness for Al Tayer Motors.
+37% increased community goodwill for Al Tayer Motors.
+42% increased corporate image for Al Tayer Motors.
+4900% ROI of elevating the status of workers whose potential would otherwise never normally be seen.