ACDelco has set out to transform its relationship with local audiences with its latest campaign.
It took awareness of its tech product range to new heights, as it leveraged cultural spirit and tapped into the regional music scene.
The ‘Hatoola ACDelco’ campaign topped charts across Saudi Arabia, UAE and Kuwait, on the streaming app for over a month.
Bringing on board up and coming talent across the creative space, ACDelco unveiled a series of tunes, incorporating lyrics in several languages to capture the attention of regional audiences.
Talent such as DeeMC, Tienas, Rozeo, Zae and Denial RC got involved bringing in female perspectives to appeal to a broader segment of the public. In Saudi Arabia, not only did the song reach the top spot, but it stayed within the country’s top 10 list for 30 days.
The audio was well received but the YouTube video brought in nearly half a million views since its launch, with strong engagement figures spanning over 90,000 clicks.
Through its multi-sensory appeal centered around entertainment, the campaign strategy set out to inform listeners about the brand’s evolved presence and range of everyday yet essential products.
The first wave of the campaign brought on local talent such as Al9ine, Leesa, Sons of Yousuf and rappers such as DeeMC and Zae.
The campaign was powered by intensive research into the region’s current cultural insights. ACDelco identified rap as a genre that resonated with the local consumer and tailored its campaign.
Rola Daher, Aftersales Marketing Manager at General Motors Africa and Middle East, said: “The outstanding results of the Hatoola ACDelco campaign are a testament to the impact of creativity and tenacity combined can drive.
“In order for the campaign to resonate with our audiences, we invested in extensive research to understand the musical undercurrents that up-and-coming talents were generating across the region, with an especial focus on the language, tonality, genre and style.
“This understanding, alongside the creative flair of both our teams as well as the artists involved, is what drove the chart topping results, and allowed us not only to reach the target audiences, but also educate them on the ever green subject of vehicle maintenance in a way that will no doubt stay front of mind.”
Credits:
Brand: ACDelco
Client lead: Rola Daher
Creative Agency: HAVAS Middle East
Account Director: Teddy AbdelNour
Creative Directors: Anshuman Battacharya
Film Director: Sandro Jager
Production House: Film House
