General Motors: INTERACTIVE TRUCK

Credits & Description:

Advertiser/Client: GENERAL MOTORS
Product/Service: ACDELCO
Advertising Agency, City: MEMAC OGILVY & MATHER, Dubai
Country: UNITED ARAB EMIRATES
Advertising Agency, City: MEMAC OGILVY & MATHER, Dubai
Country: UNITED ARAB EMIRATES
Credit Details:
Name Position Company
Till Hohmann Executive Creative Director Memac Ogilvy Dubai
Dalbir Singh Creative Director Memac Ogilcy Dubai
Sascha Kuntze Copywriter Memac Ogilvy Dubai
James Purdie Art Director Memac Ogilvy Dubai
Sabia Fatayri Graphic Designer Memac Ogilvy Dubai
Leonardo Borges Sr. Graphic Designer Memac Ogilvy Dubai
Guy Sinclair Head Of Art Memac Ogilvy Dubai
Atul Shenoy Account Director Memac Ogilvy Dubai
Abeer El Awar Account Manager Memac Ogilvy Dubai
Intesar Adenwala Business Director Memac Ogilvy Dubai
Hani Elsayed Marketing Manager General Motors
Martino Picotti Marketing Manager General Motors
Insights, Strategy and the Idea:
ACDelco is a General Motors subsidiary and the world’s largest car parts brand. In the MENA region, a major misconception prevails: people think they only do spare parts for American cars. Since ACDelco’s network is big, many delivery trucks commute on the road. The idea: turn them into free ad space that interacts with the audience in a fun and engaging way. They went were the target audience went without any wasted coverage: on the road, on highways or parked on the side of the road.
Creative Execution:
We rebranded ACDelco’s trucks that followed the target audience. An arrow on both truck sides pointed at every passing car, telling everyone: Yes, we also have spare parts for this car.
Results and Effectiveness:
The trucks achieved an estimated free 3.2 million impressions per month. ACDelco’s stores reported increased customer traffic as well as a change in people’s perceptions. Being part of an integrated campaign, the trucks helped making 2008 ACDelco’s most successful year in history with a sales increase of 28% (Y.T.D. Dec 2008).