How are we going to do this? Well, let’s break it down:

WHAT’S THE PROBLEM TO BE SOLVED?

People don’t know that the new GMC Acadia exists (yet), and many people who are shopping for SUVs don’t think of GMC as an option.

WHAT ARE PEOPLE CURRENTLY THINKING?

GMC is currently perceived as a big truck brand, and many consumers who are shopping for SUVs think “GMC doesn’t make a model for me.”

THREE HELPFUL CONSUMER INSIGHTS THAT WE CAN USE TO CHANGE PEOPLE’S THINKING:

• 1 - “I love it when a product exceeds my expectations.” This consumer insight is perfect corresponds to Option 1a or 1b.
• 2 - “Whatever I drive has to look good, but the tie-breaker goes to the car that makes my life easiest.” 
• 3 - “Simplicity is king. I only want to own things that are either useful or beautiful.”

CORRESPONDING PRODUCT ATTRIBUTES OF THE GMC ACADIA THAT CAN WE USE TO CHANGE PEOPLE’S THINKING:

• 1a – The GMC Acadia Denali is the most premium standard offering in its class.
• 1b – The GMC Acadia All Terrain is the most capable offering in its class.
• 2 – The GMC Acadia has sleek styling with the conveniences that people rely on.
• 3 – The GMC Acadia is the perfect balance of form and function.

Tell us your Big Idea to establish a strong and relevant identity for the GMC Acadia in 140 characters or less. You’ll need to select ONE of the Product Attributes of the GMC Acadia and its Corresponding Insight to use as the foundation of your Big Idea. Don’t try and wrap every insight into one Big Idea; stay focused! 

Once you have a Big Idea, explain why it’s the perfect solve in 500 characters or less, and then, tell us a catchy and evocative Tagline for your Big Idea. Taglines and Big Ideas can be the same, but don’t have to be. 

 

As its name implies, the Big Idea sits at the top of the brand campaign and articulates in a very meaningful and compelling way the inspirational anchor for the brand. It moves, provokes and animates. It touches people in a profound emotional and visceral way. It wins hearts and minds, and generates robust public discourse.

 

Done well, the Big Idea has both breadth AND depth, and connects an Insight or universal human truth to key Aspects of the brand story. This connection is where seeds are planted and loyalty grown. The Big Idea should create enough space for numerous – if not endless – creative executions to develop and thrive, and push the brand’s boundaries without breaking them.  It is the vehicle by which the brand delivers its message across all consumer touch-points. 

TONE OF VOICE

• Confident, bold, premium, and precise.
• Not: Mass market, brash, arrogant, and brawny.

This Project will be worth a total of $5,000 and consist of 1 Phase: a Big Idea Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: BIG IDEA  – Tell us your Big Idea to establish a strong and relevant identity for Acadia in 140 characters or less, selecting one of the Product Attributes of the GMC Acadia from the drop down menu, and then explain why your Big Idea is the perfect solve in 500 characters or less. Finally, tell us a catchy and evocative Tagline for your Big Idea. Remember, neither the Big Idea nor your justification is a detailed script; it is a spark of inspiration, or a distillation of what could happen in the Video.  As always, Big Ideas should be clever and engaging.  The winning Big Idea creators will receive $1000 each.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

  

2. BY SUBMITTING A BIG IDEA ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

 

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

 

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

 

5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

 

6. Limit 5 submissions per member, per Phase.

 

7. You must be at least thirteen (13) years or older to enter.

8. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.