General Motors (GM) was recognized for its successful marketing campaigns winning two gold awards, one silver, one bronze, and going home with the biggest award of the evening, the Grand Prix at the inaugural GEMAS Effies Awards (Effectiveness in Marketing) at the Joharah Ballroom in Madinat Jumeirah held last Thursday. ACDelco won the gold for its “Yes” campaign in the Automotive category. Chevrolet picked up the gold in the Best Youth Marketing category for its ‘Aveo: Totally Street'/Urban Challenge campaign. ‘Aveo: Totally Street' also picked up a silver in the Automotive category. Chevrolet also won the bronze for its ‘Buckle Up' Child safety seat campaign in the Best Use of CSR category. A celebratory evening was topped off with the Grand Prix for ACDelco's ‘Yes' campaign. Fadi Ghosn, chief marketing officer, General Motors Middle East, said: “These awards reaffirm their dedication to top marketing practices, which we have to apply to our new portfolio of award-winning products.” The 360-degree ‘Yes' campaign focused on changing the misperceptions of ACDelco's after-market services across the retail and car owner target universe. By leveraging ACDelco's ‘can do' brand attitude of All Makes, All Models, All Cars - the ‘ Yes' campaign supported ACDelco distributors and operators in re-positioning the brand. The ‘Aveo: Totally Street' campaign that launched the compact sedan and the hatchback version tapped into the youth's need to express themselves through personalization online through an interactive website and on the ground during the Urban Challenge, where they were able to interact with a lineup of halo Chevrolet products in an environment geared towards them with live music, graffiti art, live music, break dancers and sporting challenges. The ‘Buckle Up' Child seat safety campaign drove awareness at a public level to change parents' habits when buckling in their children and worked with governments and non-governmental organizations regionally to develop child safety legislation. GM had submitted two entries for the launch of the Chevrolet Aveo and Cadillac CTS in the Automotive category, a third entry for Chevrolet's ‘Buckle Up' Child Seat Safety campaign in the Best Use of CSR category and a fourth entry for Chevrolet's Urban Challenge in the Best Youth Marketing category.
