2016 saw the launch of the new Chevy Silverado: a beastly pick-up with a beastly reputation. In this region, our target audience is spoilt for choice for vehicles to express their self-image. Now Arab locals have always seen trucks as the perfect vehicle to help them reconnect with their desert roots. But this audience rarely responds to conventional media, so the Silverado had to become part of their culture to get our message across.

Our objective was to position Silverado as the lifestyle truck choice that leads to gained market share.

Together with SALT we made a limited edition Trucker Burger that was served exclusively at the Liwa festival. Along with the Trucker Burger we made limited edition packaging with our branding. Visitors of our burger joint were invited to share pictures of the Trucker Burger on Instagram under the #truckerburger. Limited edition flyers drew comparisons between the Trucker Burger and the SIlverado by showing what they're made of. Every visitor had a chance to enjoy the Trucker Burger and explore, experience and learn more about the SIlverado whilst they waited for their patties to cook.