2015 Winners & Shortlists

THE PERFORMER

Short List
BrandFIAT CHRYSLER AUTOMOBILES MIDDLE EAST
Product/ServiceCHRYSLER 300C
EntrantPUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryAmbient Media: Small Scale
Entrant Company PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Advertising Agency PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Agency OPTIMEDIA 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 and retarget able posters with a unique ID.

Creative Execution

We created the region’s first interactive playable showroom posters, enabling user to play the sounds of the car from the poster, printed with electro-conductive ink, via their smartphone. They simply had to download The Performer App and pair their smartphones with the posters via Bluetooth. The app would then turn the smartphone into a synthesiser and loudspeaker, reacting to the inputs from the poster. We applied the same technology to The Performer Promo Kit which included a smaller Playable Poster and an exclusive set of in-ear headphones. Showroom visitors could get The Performer Kit by completing a test drive and registering their details. 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.

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
Nadim Khammar Optimedia Digital Account Director
Bechara Mouzannar Leo Burnett MENA/Publicis MENA Chief Creative Officer