GMC Yukon Commands Respect
BUSINESS BACKGROUND
GMC has just launched an all new face lift for their hero car. They required an integrated campaign that not only launched this car but promoted GMC as a whole.
CREATIVE IDEA
We wanted to appeal to potential vehicle buyers/internet users from different backgrounds and across a diverse region. Building on the above the line theme of highly advanced robots/beings, that are in awe of the Yukon and who seek to gain its respect, we decided to build the website as if the viewer became the robot.
Set in a high tech, crisp and clean laboratory environment, the viewers’ focus is directed on the Yukon and the user has direct interaction with the brand. This sets the viewer up to fully explore the Yukon through amazing 3D modeling and informational videos that portray all of the Yukon’s features.
SOLUTION
By working closer with Media agency to develop a viral teaser strategy to add gravity to the campaign launch.
The campaign began with seeded virals followed by the main launch. Online the robots were interpreted as first person (robot) experience.
RESULT
Cars sold out in the region’s biggest market, KSA.
Huge level of consumer engagement:
– Multiple independent blogs dedicated to the site’s content.
– Multiple independent blogs dedicated to the site’s content.
– 23% who viewed the viral content clicked through to the website.
– Received over 120.000 unique visitors in a 3 month period.
The first fully CGI site in the MENA region.
CREDITS
Agency: Arc Worldwide, Dubai
Creative Director: Sara Anani
Interactive Designer/Flash Animation: Frederick Tadeo
Flash Programmer: Iyad Bitar
Client Servicing Director: Caroline Bendixen
Client Servicing Manager: Maha Aboughali
AWARDS
The FWA Site Of The Day October 18, 2006
The Dubai Lynx Awards
New York Festival Finalist
