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Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
United States

Amy Cheronis

EVP Reputation and Communications

Katie Newman

Chief Marketing Officer

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'#EnlistMe' Helps Place 200+ Veterans in Smart Homes

GMC, Leo Burnett Detroit spark national movement for injured military service members

This past Veteran’s Day, Leo Burnett Detroit helped GMC go beyond the traditional ad campaign. With the agency’s help, GMC created “#EnlistMe”– a movement that called on the nation to support, honor and give back to their veterans through a simple act: enlist to unlist.

By joining forces with Building for America’s Bravest, GMC helped lead the charge in an effort to build more than 250 custom-designed, specially adapted “smart homes” for catastrophically injured military service members. These innovative homes use “adaptive technology” to help men and women live better, more independent lives. “Enlisting” your name on, helps “unlist” these service members from the waitlist.

The campaign was brought to life through a mix of strategic tactics such as CRM efforts, dealer promotions, media integrations and social channels – all with hopes of driving a strong call-to-action for participation.

On Nov. 11, the campaign’s activation had the entire nation buzzing.

“#EnlistMe” soon became a trending topic on Twitter and reached over 70 million social impressions within the first day. The campaign even recruited the participation of several celebrities and well-known public figures such as Stephen Colbert, Will Arnett, Ray Romano, Rosario Dawson and more.

“#EnlistMe” aimed to highlight the values GMC and veterans have in common: discipline, expertise and the act of always holding oneself to a higher standard. Leo Burnett Detroit seeded these shared values at the heart of the campaign.