ACDELCO: CHANGE FOR GOOD

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Released:	March 2009
Advertiser:	GENERAL MOTORS
Agency:	Memac Ogilvy & Mather
Country:	UAE
Category:	Other vehicles, auto products & services
Awards:	Dubai Lynx 2009 Integrated Silver
Tags:	Award show winner

Credits:

Advertiser/Client: GENERAL MOTORS
Product/Service: ACDELCO
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/Preethi Mariappan/Guy Sinclair Creative Director Memac Ogilvy Dubai/Ogilvy One 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
Sam Eid Agency Producer Memac Ogilvy Dubai
Atul Shenoy Account Director Memac Ogilvy Dubai
Intesar Adenwala Business Director Memac Ogilvy Dubai
George Giessen Planner Memac Ogilvy Dubai
Abeer El Awar/Sarah Friswell Account Manager Memac Ogilvy Dubai
Rafael Guida/Satyen Adhikari Interactive Art Director Memac Ogilvy Dubai
Sarabjeet Singh Flash Developer Memac Ogilvy Dubai
Gregory Richmann/Sukesh Babu Production Manager Memac Ogilvy Dubai
Sander Van Maarschalkerweerd Sound Branding
Chris Atkins Sound Engineer Bkp
Ronald Howes Managing Director Memac Ogilvy Dubai
Suresh Subramanian Photographer -
Hani Elsayed/Martino Picotti Marketing Manager General Motors
- Online Production House Point Blank

Description:
ACDelco is a General Motors subsidiary that sells spare parts and services cars. Without communication in years, ACDelco wasn’t defined as a brand. The target audience believed in many misconceptions. And thousands of people from different backgrounds had to be addressed. The idea: A whole new way of thinking: Changing ACDelco inside out by establishing a positive ‘can do’ attitude that overcomes all obstacles of a recession. This task needed an integrated way of communication and thinking. Positive thinking. All embodied in a small little word that made the big dream of success come true: YES.

Launch And Execution:
The campaign started with internal workshops to spread the contagious positive thinking. Toolkits were sent to wholesale partners containing everything to get all stores ready for the campaign launch. The fun version of a mission statement was sent to every employee: the book of YES. A premium direct mailer recruited new partners. TV, radio, press, ambient, guerilla, outdoor and instore advertising created awareness. A communication toolkit was sent to retailers aligning even the smallest tactical ads in each market. Online, ACDelco’s new attitude engaged the audience to take part: with a website, viral videos and an interactive screensaver.