This campaign is primarily based on the creation of a 3-minute hip-hop song that did what no other brand from the automotive industry has achieved in the region.

The success of the campaign is also based on the same track topping the charts on the biggest streaming platform in the Middle East, organically.

That is why this is relevant for this category of audio.

The GCC region is predominantly perceived to be an Arab-speaking region.

However, there is a massive community here that is driving the automotive after-sales sector through word of mouth and recommendations - the mechanics.

While many of them are fluent in Arabic, the majority of them hail from four key countries. India, Pakistan, Bangladesh, and the Philippines.

It was time for the industry to take notice of them and make them feel truly represented in the communication.

The 3-minute hip hop track flows through four different verses. Each one sung by 2 different pairs of rising hip-hop icons from the four countries where the majority of mechanics and technicians in the region hail from.

The verses are written to be conversations between ACDelco mechanics and different customers. These lyrics are all based on the most popular conversation data between ACDelco mechanics and customers sourced from across UAE, KSA and Kuwait.

The different rappers worked closely with regional music producers to create their verses, keeping in mind exactly what would appeal to technicians and mechanics from their countries.

The automotive after-sales industry is driven by word of mouth. Especially the opinions of technicians and mechanics. They are the ones who decide the popularity of products and brands.

Despite this being an Arab-speaking region, the majority of mechanics and technicians are not. They actually hail from India, Pakistan, the Philippines, and Bangladesh.

Yet, no brand from the sector has ever created communication that speaks to them, or represents them.

That is where ACDelco stepped in to create something that based on their lives, represents them, and was made popular by them.

- +1.2 Million total impressions

- +1.5 Million total reach

- Hatoola ACDelco topped the charts on Anghami (the region's biggest music streaming platform) and stayed there for 3 weeks, organically.

All translations of the song are provided as subtitles in the support materials.