THE TASK
Launch the GMC HUMMER EV in an impactful manner that will create a halo effect for the GMC brand.
The concept should engage users in an exciting, surprising way that will generate massive earned media
DISRUPTIVE - CONTAGIOUS - IMPACTFUL - AWE INSPIRING - SHAREABLE
SOLUTION
INSIGHT & ANALYISIS
THE MIDDLE EAST IS HOME TO SOME OF THE MOST FIERCE ‘JIMS’ ENTHUSIASTS ON EARTH, THE ‘JIMSAYA’
THEY WILL DEFINITELY BE PART OF OUR CAMPAIGN, GUEST LISTS, AND MOMENTS. BUT THIS CAMPAIGN IS BIGGER THAN JUST A REGIONAL STORY
AFTER ALL, THAT’S WHAT THE EMIRATI CONSUMER AND EXPAT HAVE IN COMMON IN A POST EXPO WORLD:
THEY EXPECT AND CRAVE TO SEE DUBAI AS THE CENTER OF THE GLOBAL MOMENT
AND WHEN YOU BRING THAT GLOBAL MOMENT HERE?
IT MAKES THE JIMS ENTHUSIAST FEEL THEY (AND THEIR LINEAGE) WERE RIGHT IN CHOOSING YOU; THAT THE HERITAGE THEY BELIEVED IN IS ALIVE AND WELL IN EXCITING, ELECTRIFYING NEW WAYS
EVEN FOR THOSE WITHOUT A CONNECTION TO GMC HERITAGE, BUYING INTO A PIECE OF THE MOMENT CAN SATISFY THREE ITCHES THAT THEY DESPERATELY LONG TO SCRATCH.
IMPATIENT FOR PROGRESS
They care about progress and innovation like no other; they just don’t like waiting for it. In a region that keeps leaping into the future, they’re driving progress forward at breakneck speed and want to be at the front
I WANT MY CAKE
They want luxury, comfort, convenience. In one of the most serviced and pampered segments in a city where comfort is a must, this buyer expects all of the frills, premiumization and customizations as standard options
AND I’M GONNA EAT IT TOO
But at the same time, They don’t want to compromise their values, IMAGE OR SPIRIT. They want everything but also for everything to be in line with their culture, beliefs, and aspirations for themselves and humanity
STRATEGY & APPROACH
THE MAGIC HERE LIES IN OWNING THE MOMENT IN A UNIQUELY HUMMER EV WAY. SO THE ? IS:
WHAT KIND OF MOMENT DO WE NEED TO MAKE? IT CAN’T BE SUBTLE, CUTESY, OR CULTURAL. IT NEEDS TO BE LARGER THAN THIS PLANET FOR A TRUCK THAT’S LARGER THAN DEFINITION. A HUMMER EV DOESN’T NEED JUST ANY MOMENT, IT WARRANTS – NO, IT DEMANDS MORE:
AN INTERSTELLARLY IMPACTFUL, BRAGGING-RIGHTS- BESTOWING, SUPERNOVA-BENDING, SUPERTRUCK-
WORTHY STORY TO BOLSTER THEIR BELIEF IN A BOLD UNAPOLOGETIC PREMIUM AMERICAN BRAND, AND MAKE THEM WANT TO PROUDLY SHOW OFF THE NEW HUMMER EV AT THEIR NEXT SOCIAL GATHERING
THE MOONSHOT MOMENT
AN ELECTRIFYING MOMENT THAT MAKES YOU GO “WTF!?” BUT IN THE BEST WAY POSSIBLE
BOLD & UNCOMPLICATED
HEADLINE & INSTA-WORTHY
ON THE EDGE OF BELIEVABILITY
I HAVE TO ATTACH MYSELF TO THIS COMET
3 IDEAS.
3 MOONSHOT MOMENTS. LET’S >>>GO>>>
IDEA 1 :
THE BRIGHTEST CITIES – THREE HIGHLY ELECTRIC CENTERS OF COMMERCE AND CULTURE ARE BEING INVADED ACROSS THE PLANET. DUBAI, TOKYO, NEW YORK
A COSMIC PRESENCE FLASHES ON EARTH’S MOST PUBLIC SCREENS AND CONVERSATION STARTERS
wtf is that?
AS THE LUNAR TRANSMISSION CUTS OUT, SO DOES THE GRID, TURNING THE WORLD’S BRIGHTEST SPOTS DARK
uhhh wtf?
LUCKILY, WITH THE MOON’S TRANSMISSION, A NEW ENERGY SOURCE LANDED:
hummer
freakin'
ELECTRIC
POWER
MOONSHOT 1 : THE SUPER GRID
SPARK
IDEA
the most famous screens on earth are about to get powered by an unexpected new energy source from the cosmos – not just electric, but hummer electric.
The supergrid – an engineering and p.r. masterpiece that doesn’t talk about power, it takes action to show the hummer evs can together power the brightest cities on earth, proving the modern-day electric version of the old towing challenges of old non super trucks.
EXECUTION
A supergrid of 10 hummers wired to batteries, regulators, and full mechanical infrastructure that effectively turns them into a grid, allowing the cars to collectively power these shining global monuments with their own batteries – even if just for a few seconds to prove the incredible power of hummer electric.
how it works?
-
We engineer the super grid, wiring together the batteries of the cars Into a unit that can safely feed back into the grid
2. We partner with urban centers to power off the lights and grid for the stunt’s 15 minute duration creating intrigue about why the lights are going out
3. The grit doesn’t need to be directly powered by hummer’s supergrid but it does need to feed back an equivalent amount of electricity into the main grid, creating credibility around the stunt and the power of the batteries
IDEA 2 :
TOMORROWLAND’S GLAM NEW HOTSPOT IS OPENING IN THE DUBAI DESERT, A GLOBAL FRANCHISE COMING TO THE REGION FOR THE FIRST TIME
WHAT THOSE GOING TO THE AMAZING OPENING EVENT DON’T KNOW IS
SOMETHING FROM OUTER SPACE IS ABOUT TO CRASH THEIR LUSH DESERT PARTY
HIJACKING THE BIG LAUNCH MOMENT AND MAKING IT OURS WITH A FEW THOUSAND VOLTS OF ELECTRICIFIED AMERICAN SWAGGER
MOONSHOT 2: CRASHING TOMORROWLAND
SPARK
Tomorrowland is coming but the americans are taking over this traditionally European music festival known for electronic music the hummer ev is about to show them what American electric looks like to the max
IDEA
An asteroid crashes during the festival; festival goers run out to the glowing crater, only to find a global act playing a surprise headline act – major lazer covering frank Sinatra’s fly me to the moon, the first song ever played in space
EXECUTION
The performance happens on a stage powered by the evs which then beam the song into space through a lazer featuring the performance of major lazer and beam frank’s song back up to the moon, but this time, it’s electrified american
THE SONG: MAJOR LAZER COVERS THE FIRST SONG THAT EVER PLAYED ON THE MOON
THE SONG: MAJOR LAZER COVERS THE FIRST SONG THAT EVER PLAYED ON THE MOON
THE SONG: MAJOR LAZER COVERS THE FIRST SONG THAT EVER PLAYED ON THE MOON
AND THEN DURING THEIR SURPRISE HEADLINE PERFORMANCE, BEAM FRANK’S SONG BACK UP TO THE MOON AS PART OF A STUNNING LASER SHOW -ALL POWERED BY THE BATTERIES OF TWO HUMMER EVS ON STAGE
how it works?
-
We plant influencers to look like they’re casually attending the Tomorrowland launch and then report the comet crash
-
A fleet of hummers will be driven by actors who pretend to be hummer owners
-
just attending the festival; they will shuttle people out to the crash site just off of the main stage area
-
in the comet ruins people find the secret headline stage and watch the performance
-
The laser beam, done in partnership with the nyuad program and Masdar (and the uae govt space program if possible) will beam the song back up to the moon, where it played the first time nasa brought it there (with a little help from hummer)
IDEA 2 :
A MYSTERIOUS SIGN APPEARS ON THE MOON: THE LETTER H
DEEP FAKE VIDEOS GO VIRAL, CREATING INTRIGUE AND AWE AS THE WORLD ASKS ITSELF ‘WHAT DOES THIS SIGN MEAN?’
THE MEDIA CIRCULATES THESE IMAGES THAT WERE SEEMINGLY CAPTURED BY TOP ASTROLOGISTS AND SPACE ENTHUSIASTS, FEATURED ON PROMINENT MEDIA OUTLETS, SO IT MUST BE REAL, RIGHT?
ANOTHER SIGN APPEARS – A HUGE H – THIS TIME, A BIT CLOSER TO HOME
THIS USUALLY DARK SPOT ON SATELLITE IMAGERY IS SUDDENLY LIT, GOING VIRAL ON MEDIA OUTLETS
WE TAKE OUT 100 OF THE BRAVEST AND MOST INFLUENTIAL PEOPLE IN THE REGION TO SEE THE AMAZING POWER BEHIND THIS SHINING SIGN FROM OUTER SPACE, TO REVEAL ITS MYSTERIOUS SOURCE
MOONSHOT 3: THE SIGNS
SPARK
An area that’s dark and uninhabited is suddenly showing signs of life. First, the moon, then somewhere in the uae or Saudi.
IDEA
The signs campaign brings people to the most anticipated launch event ever – one that answers a major pr question – what are the signs for? With a reveal helping them discover the true, incredible power of electric.
EXECUTION
Like the monoliths that swept the world by storm, our signs appear, but ours are visible from space. as the story grows our launch event in a dark patch of the earth becomes a shining reveal of the cars coming out of this glowing h, mysteriously revealing themselves as the light source thx to their supercharged batteries
EVEN THE WAY OUR GUESTS WILL BE INVITED WILL LET
THEM KNOW THIS IS NO ORDINARY EVENT
how it works?
-
HOW IT WORKS
-
Deep fake imagery and cgi tech will help us create the mysterious seed imagery
-
Media and pr and influencer partnerships will help the imagery be widely shared
-
The reveal event will become the hottest ticket as people get access to the moment of truth
AFTER THE REVEAL, THEY CAN EVEN DRIVE THE CARS IN THIS UNCHARTED TERRAIN AND
HAVE THEIR OWN CHANCE TO EXPERIENCE THE OUT OF THIS WORLD POWER
SO... WHAT’S THE POINT?
ALL THREE MOONSHOT IDEAS STEER CLEAR OF BEING A FLAT STUNT AND LEAN INTO BEING A CONTENT-READY
CULTURAL MOMENT, LETTING THE HUMMER EVS OWN A SUPERTRUCK-WORTHY STORY THAT COULD ONLY BE POWERED BY ELECTRIC. ALL MAKING THE BUZZWORTHY CULTURAL-CURRENT-CREATING HUMMER EVS THE MOST IMPACTFUL CAR ANY JIMSAYA WOULD PROUDLY ROCK UP IN & ELECTRIFY THE CONVERSATION WITH