ACDelco is a subsidiary of American car firm, General Motors. Despite carrying parts for all makes of vehicle, there was widespread misconception in the UAE market that the firm only serviced American cars.
Traffic statistics suggested that drivers spent an average of 4 hours on the road in Dubai. Memac, Ogilvy and Mather use the trucks themselves as mobile advertisements. Using the free advertising space on the side of ACDelco trucks, they were branded with a fun, simple slogan, “Yes! We also have parts for this car!” with arrows pointing at passing vehicles.
The trucks drove through key areas, and parked in strategically visible sites, and allowed the passing traffic to complete the artwork. Achieving an estimate 3.2 million impressions per month, the campaign increased store traffic, and helped to change public perceptions of the firm’s products. The branded trucks were part of a larger campaign that saw a 28% rise in end of year sales figures.
BRAND: ACDelco
BRAND OWNER: General Motors
CATEGORY: Automotive
REGION: UAE
DATE: Dec 2008
MEDIA AGENCY: Ogilvy
MEDIA CHANNEL
No comments:
Post a Comment