The all-new GMC Sierra was launching in the region. Heavy competition and a lack of emotional equity meant that our sales targets seemed out of reach. We needed to differentiate our proposition within a cluttered marketplace and take back our position as off-roading leader.

Business Objective: Drive sales.

Media Objective: Launch the next generation Sierra by reaching our target in relevant environments and on the right channels.

Creative Objective: Introduce the all-new Sierra through a campaign as differentiated and powerful as the offering demanded.

Our insight came from closely observing our off-roading audience's culture. We dug past the observations of 'thrilling exploration' and 'adrenaline rush' and focused on the relationships between people in the community. If we wanted to connect with them, we had to unpack how they connected with one another, what led them to admire one another.

This was our moment of revelation. This community was uniquely focused on earning one another's respect. Respect was not earned on the basis of how expensive your vehicle was or your family name - but the feats you accomplished and your skill as a driver.

The toughest of challenges, the heart of a lion, the ability to conquer any terrain - that earns you respect.

In 1930, legendary explorer Sheikh Saleh bin Khalut crossed the unforgiving terrain of the Empty Quarter by foot. It took him 60 days. Nearly 90 years later we would follow in his footsteps, this time with a GMC Sierra, putting the truck to the ultimate test.

We partnered with MBC Driven and captured the thrill of this journey with a 5-episode mini-series. This massive expedition, involved 2 GMC Sierras, with 3 renowned off-road specialists from the MBC Driven team and Mubarak bin Kalut, the grandson of Sheikh Saleh bin Khalut who guided them with his old journals. With genuine storytelling, real time thrills and spills, and extreme driving, this journey was a true test for both, the men and the GMC Sierra.

Reach: +5.5 million people (in just 2 months);

Views: +10 million completed views;

Sales: ~2000 sales (~300,000 unique visits and ~20,000 CRM leads)

The campaign resulted in selling out the vehicle and truly capturing the hearts of our off-roading community.