FLIPPIN TRUCKS BY FLIPPIN BURGERS.
How do we introduce the new Chevy Silverado to Arab locals who rarely respond to traditional media?
As fate would have it, the region’s largest off-roading event at Liwa, with 200,000 petrol heads was taking place at the same time, smack bang on the border of the UAE and Saudi Arabia. On paper, this sounds like the perfect place to unveil our new truck. But Liwa doesn’t let brands advertise there. This was an invitation only, closed party. And we wanted in.
We partnered with SALT, a home-grown burger sensation from the UAE and helped them make a limited edition TruckerBurger. Their success both as a burger joint and social influencer just so happened to net them an automatic invite into the Liwa festival. Under the guise of a simple tow truck, we hitched SALT’s 4-tonne air streamer to the back of the Silverado and headed out to Liwa.
The burger was an instant hit, selling out every single night. And as a result, there were thousands of adventure hungry Arab men who got to meet the new Silverado while they waited.
