ACDelco / Middle East; Saudi Arabia, United Arab Emirates and Kuwait in the 2023 wave / 2022Film · Social
Hatoola ACDelco.
ACDelco used music and regional talent to make vehicle maintenance part of a culturally relevant entertainment story, then extended the platform to new audiences in 2023.
- Brand
- ACDelco
- Market
- Middle East; Saudi Arabia, United Arab Emirates and Kuwait in the 2023 wave
- Region
- MENA
- Year
- 2022
The challenge
Raise awareness that ACDelco parts and maintenance services can support a wide range of vehicles and reach younger audiences.
The idea
The original film puts Bin Baz and regional rappers in a car market, using rap exchanges about how cars are maintained. A later wave brought multilingual music to Asian audiences in the GCC.
Results
- Campaign Middle East reports the 2023 wave reached the Saudi Anghami top 10 for 30 days (https://campaignme.com/acdelco-tops-anghami-charts-in-latest-campaign/).
Case study source: Campaign Middle East Source ↗
Awards
- MENA Effie Awards 2023 — Shortlist, Automotive – Vehicles & Aftermarket and Branded Content & Entertainment (https://communicateonline.me/news/mena-effie-awards-unveils-shortlist-for-2023/)
Credits
- Brand
- ACDelco
- Creative agency, 2022
- Impact BBDO
- Creative directors, 2022
- Sara Berro and Rani Amayri
- Creative agency, 2023
- HAVAS Middle East
- Film director
- Sandro Jager
- Production, 2022
- Film Pudding
- Production, 2023
- Film House
- Client lead
- Rola Daher
