GMC: The legacy of verse

American SUV, the Yukon, tapped into the heritage of Arab poetry to establish an emotional bridge with motorists in the Middle East.

Campaign details

Brand: GMCBrand owner: GMCAgency: FP7 McCann DubaiMarket: Middle East & North Africa (general region)Sector: SUVs, 4x4sMedia channels: Competitions & contests, Content marketing, Email marketing, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Search marketing, Social media, Television, Websites & microsites, Word of mouth, influencers

Executive summary

For an American SUV brand, the MENA market was a fierce place to launch a model year update: category sales had dropped by 30% because of coronavirus,1there were falling oil prices, and in this part of the world...

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