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.
It was essential to create awareness and stand-out within media for the Chrysler 300C and the campaign. On TV we followed the format of the show, airing the recording sessions during the Auditions. During the 'Live Shows' we aired a 60” TVC of which the soundtrack used only the sounds from the car. Then we introduced in showrooms the first playable posters, printed in conductive ink, that allowed users to play the sounds from the printed material connected via Bluetooth to the user’s smartphone. Online the concept was mirrored with a digital banner campaign on YouTube and the Google Network. To reach our target audience whilst in the ‘consideration phase’ we targeted automotive magazine titles. A magazine loose insert of The Performer Playable Poster was created and inserted into copies of the 22nd February 2015 edition of Wheels magazine.
Insights, Strategy and the Idea
The campaign objective was to establish a connection between Chrysler and Arab’s Got Talent, enabling a clear association between brand and program to appeal a younger audience, raising the awareness of the brand and specifically of the Chrysler 300C among young arabs. To achieve this, we decided to partner with Qusai, famous hip hop artist and Arabs Got Talent's co-host, to turn the Chrysler 300C into a musical instrument by sampling all of its sounds. We detailed the whole process as a four-parts documentary, culminating in a 60” TVC, of which the soundtrack has been composed, arranged and performed using only, and exclusively, sounds from the Chrsyler 300C. The resulting integrated campaign saw a massive use of innovative, interactive technologies both online and offline that set some regional and global firsts.