2015 Winners & Shortlists

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

The 300C interactive YouTube Masthead invites users to play the car's sounds and create their own musical compositions. The banner features a QR code which the user can scan. 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 car's sampled 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.

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.