2015 Winners & Shortlists

The Campaign

In the US, Chrysler has received many accolades for its association with music icons. And in the Middle East, to appeal to a younger audience the brand sponsored the 2015 season of Arabs Got Talent. To connect brand, show and audience in an innovative way, we decided to turn the Chrysler 300C into a musical instrument. With the help of popular Saudi hip-hop artist Qusai, the co-host of Arabs Got Talent, and two world-class sound engineers, we sampled all the car’s sounds. These sounds became the propellers of a truly integrated campaign, in which every element was adding to a greater end value.

Success of the Campaign

Even though the campaign only went live on January 3rd, within 8 days Facebook video views exceeded 2million, worth 4 years of streaming time, and the test drive requests increased by 286% year on year. The campaign also achieved some regional and global ‘firsts’: - the world’s first re-targetable print ad and promo kit - first car model to be turned into a professional software multi-patch musical instrument - the region’s first playable posters.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign followed the format of the show.  During the ‘Auditions’ we aired weekly Chapters following Qusai and our sound engineers ‘sampling’ the sounds of the Chrysler 300C. The culmination of the Chapters was the final 60” TVC that used only the sounds from the car to create the soundtrack, aired during the AGT live shows.  Then, the first playable posters / press inserts were created in the region that allowed users to play the Chrysler 300C like a musical instrument from the printed material connected via Bluetooth to the user’s smart phone which became the speaker/amp. Online the concept was mirrored with a digital banner campaign on YouTube and the Google Network.  A promotional campaign rewarded test drives with a Kit, containing a playable poster with headphones.  Finally a Native Instruments Kontakt Instrument was created and provided to Music Producers across the region and internationally as a DM piece.