2015 Winners & Shortlists

The Brief

The Performer Promo Kit, our premium giveaway, was part of the wider ‘The Performer’ campaign that turned the Chrysler 300C into a musical instrument. The aim of the promotional item was simple: to reward Test Drives of the Chrysler 300C aimed not only at the product’s existing target demographic but to a wider, more youthful audience. Strategically, the giveaway for the test drive needed to seamlessly integrate with the wider campaign and provide an innovative reward exclusive to the Chrysler 300C.

Creative Execution

The Playable Poster integrated seamlessly with “The Performer" campaign, in which the Chrysler 300C was turned into a musical instrument as part of Chrysler’s sponsorship of Arabs Got Talent. ‘The Performer’ Promo Kit was a unique giveaway and has been an absolute first for the region. Originality, world-class craftsmanship and innovative technology at the service of the emotions: it could not be more Chrysler. Importantly, we created a ‘World First’ by ensuring prospects who interacted with the poster could be retargeted through digital communication after they left the showroom, thanks to a Google tag embedded in the app.

Describe the creative solution to the brief/objective.

We developed The Performer Promo Kit which included the region’s first interactive Playable Poster and an exclusive set of in-ear headphones. The Playable Poster enabled users to play the sounds sampled from Chrysler 300C via its piano keyboard and percussive pads, printed on the poster with electro-conductive ink. The Poster was paired with the user’s smartphone, via Bluetooth, so that it could become the synthesiser for the sounds and loudspeaker for the poster thanks to The Performer App, downloadable from the App store. Showroom visitors could get The Performer Kit by completing a test drive and registering their details.

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