2015 Winners & Shortlists

Creative Execution

The interactive banners invite users to play the car's sounds on screen or by scanning a QR code. This turns the mobile device into a controller by establishing a live session between desktop and mobile device through Google’s channel connect technology. The user first sets the percussion beat (from the 300C's mechanical sounds), then plays the melodic notes (from the 300C’s engine). The innovative technology connects the mobile device to the banner in real-time and the banner animation syncs with the notes being played. The experience leads to a mini site where is possible to book a 300C test drive.

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.

Chrysler Middle East sponsored Arabs Got Talent (AGT) for the second successive year. The sponsorship platform provides significant reach and visibility for the Chrysler brand. The objective of the overarching campaign was to establish a clear association with the program, increasing the brand awareness and the 300C popularity among young arabs. To achieve this we partnered with co-host of AGT, Qusai, to turn the Chrysler 300C into a musical instrument, sampling extensively each and every sound from the car. Our target audience is completely digital savvy and avid consumer of online and mobile content, so it was essential to target them with an integrated and engaging digital communication. We then developed a campaign that utilized the YouTube Masthead banner format, Google channel Connect and Google Network to enable users to create their own musical composition using the Chrysler 300C sampled sounds in a surprising, innovative and engaging way.