2015 Winners & Shortlists

THE PERFORMER

Gold

Case Film

Presentation Board

BrandFIAT CHRYSLER AUTOMOBILES MIDDLE EAST
Product/ServiceCHRYSLER 300C
EntrantPUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryUse of Print in a Media Campaign
Entrant Company PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Advertising Agency PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Agency MC2 COMMUNICATIONS Dubai, UNITED ARAB EMIRATES
Production Company NOVALIA Cambridge, UNITED KINGDOM

Results and Effectiveness

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.

Creative Execution

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.

Credits

Name Company Role
Alex Brunori Publicis ME/Dubai Regional Executive Creative Director
Arvind Krishnan Publicis ME/Dubai Creative Director
Avinash Namadhari Publicis ME/Dubai Associate Creative Director
Arvind Krishnan Publicis ME/Dubai Art Director
Avinash Namadhari Publicis ME/Dubai Art Director
Alex Brunori Publicis ME/Dubai Copywriter
Charles Eddy Publicis ME/Dubai Client Services Director
Hani Tayeh Publicis ME/Dubai Associate Account Director
Bechara Mouzannar Leo Burnett MENA/Publicis MENA Chief Creative Officer