#MyGMCRamadan
GMC Ramadan Values

In an emotional time of the year when the public seeks high-quality messages from their trusted brands, GMC came to us with the need to engage with their audience.

Since GMC’s target is a particular one, the first challenge was to come up with an idea that would be compelling for the audience of trucks and utility vehicles. There was also the matter of media share since Ramadan is a time when all the brands communicate a lot and the media space is not unlimited. We needed to come up with an extraordinary idea, one that would be highly emotional, memorable and attractive to the audience.

After careful consideration and analysis, we decided to focus on 5 cities: Damman, Riyadh, Dubai, Abu Dhabi and Doha. And since Ramadan is about introspection and principles, we decided to focus on its values. We used the online environment to invite users to nominate the Ramadan-related value closest to their hearts and then we selected the top 5 values.

What we did was geo-target those values by city and feature them on the car in malls in Arabic Calligraphy. Each customer who visited the stand had the opportunity to take away a Ramadan Air Freshener and a hand created piece of calligraphy of their name. They were also encouraged to share their value on the car and post their calligraphy piece on their social media accounts. There is a lot of power in a name, and, in this case, the power of reach.

We also shared each piece of calligraphy on GMC’s social media pages and launched an open invitation to everyone to have their name written in unique handcrafted Calligraphy.