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.
Advertiser: General Motors North America
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: Former co., Detroit
Executive Producer: Michele Swanson
Director: Tony Wolski
DOP: Kellee Cragin
Producer: Kellee Cragin
Editor: Randall Kupfer
Sound Engineer: Marc LaRochelle
Audio Mix: Goldsound
Colour Company: Cathel Color Company
Colorists: Chuck Klatt
Digital Production Company
Colourist: Cathel Color Company