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.

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.

Most brands in the automotive industry across the region create Arabic-first communication because they intend to speak primarily to the core Arab-speaking target audience.

Resulting in several communities and segments of the population being overlooked. In our case, it was the mechanics and technicians who are the lifeline of the automotive aftersales industry.

Additionally, instead of making another conventional commercial, we created something that we knew would go beyond just resonating with them, and would become something that would become part of their pop culture - A hip hop anthem sung by the biggest rising stars from each of their home countries.

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.

- +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.