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Creative

MRM//McCann's New Campaign Helps General Motors to Give Thanks to Educators

Touching spot features teachers receiving public displays of gratitude from their pupils

MRM//McCann's New Campaign Helps General Motors to Give Thanks to Educators

In support of the most comprehensive discount for educators on the purchase or lease of a new vehicle, MRM//McCann Detroit created a message for General Motors that focused on gratitude — rather than a discount on a vehicle. The result: A video that shows just how much educators mean to the students they teach every day. It was a natural fit — since the GM Educator Discount already acts as a “thank you” for all of their hard work and dedication, it made sense to continue that gratitude with a campaign that was both sincere and heartfelt.



The team found five schools with grades ranging from first through twelfth and interviewed teachers under the guise of “creating a video about the teacher community.” Then, they secretly interviewed their students and asked them why they loved their teachers and what impact they made on them. Finally, the teachers were surprised on-camera with visits from their students and two words they seldom hear, “thank you.” There were tears. There were hugs. There was gratitude. And most importantly, it was genuine.

The resulting shareworthy video is featured on the GM Educator Discount website as well as in email and OLA.

And it is definitely gaining steam and helping create awareness. Since the video’s launch, visits to the GM Educator Discount site have gone up by 31 percent, translating into an additional 12,339 visits. Consumers have engaged with the video more than 3,400 times, and the new appreciation page created by the team to house the video represents the second-most visited page on the Educator Discount site after the home page, yielding over 15,000 visits so far. While it's still less than two months post launch, it’s clear that the video is having a major impact on consumers.

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Client

Advertiser: General Motors North America

Creative Agency

Creative Agency: MRM//McCann,Birmingham Michigan

Art Director: Gary Kunkel

Strategist: Racquel Ankney

Group Creative Director: Tiffany Moy-Miller

Group Account Director: Lori Sullivan/ Liza Roach

Agency Production: Wiebke Engel

Senior Copywriter: Candice Pollock

Account: illian Brennan/Caitlin Livengood /Michelle Marinos

Associate Creative Director: Diane Campbell

Account Director: Melissa Blomquist

Strategy Director: Jessica Perry

Production Company

Production Company: Former co., Detroit

Executive Producer: Michele Swanson

Director: Tony Wolski

DOP: Kellee Cragin

Producer: Kellee Cragin

Editor: Randall Kupfer

Sound

Sound Engineer: Marc LaRochelle

Audio Mix: Goldsound

Other

Colour Company: Cathel Color Company

Colorists: Chuck Klatt

Digital Production Company

Colourist: Cathel Color Company