2015 Winners & Shortlists

The Brief

The DM is part of the ‘The Performer’ campaign for the Chrysler 300C that turned the car into a musical instrument by extensively sampling it. In the US the Chrsyler brand has long been associated to artists like Eminem and Dr. Dre. In the Middle East, to raise awareness among young arabs - Chrysler has sponsored Arabs Got Talent, partnering with its co-host, Qusai, a famous Saudi hip hop artist. The objective of the DM is to target regional and international producers and artists and get them to use the software musical instruments in their productions, crediting Chrysler.

Creative Execution

The Chrysler 300C is as precious, refined and inspiring as any other world-class musical instrument. Craftsmanship, emotion and technology are their common ground. As a culmination of 'The Performer' campaign, our Kontakt Instrument is a powerful statement, that encapsulates the essence of the campaign itself: turning the car into a musical instruments. Creating a Software Musical Instrument from a car for an automotive brand had never been done before and when a producer uses any of our sampled sounds they have to credit Chrysler Middle East, giving the brand and product wider awareness and underlining the world-class quality statement.

Describe the creative solution to the brief/objective.

The world of the music production is highly influential and very relevant for the target audience of Chrysler in the Middle East, which is more affluent and younger than in the other markets. The creative strategy is to gain relevance and awareness in the region with the advocacy of top producers and artists, by being part of the conversation about music and the music industry in general. The producers themselves are also a sensible target and our direct mail campaign leverages on Qusai's popularity and the Arabs Got Talent TV campaign viewership to become relevant for them.

Results

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 - first car model to be turned into a professional software multi-patch musical instrument - the region’s first playable posters