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

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

To appeal to a younger audience, the brand sponsored the 2015 season of Arabs Got Talent. To connect brand, show and audience in an innovative way, we decided to turn the Chrysler 300C into a musical instrument. With the help of popular Saudi hip-hop artist Qusai, co-host of Arabs Got Talent, and two world-class sound engineers we sampled all the car’s sounds, that became the propellers of a truly integrated campaign, scoring several region's and world's firsts for media as well.