Brand | FIAT CHRYSLER AUTOMOBILES MIDDLE EAST |
Product/Service | CHRYSLER 300C |
Entrant | PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Use of mobile technology |
Entrant Company
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PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
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Media Agency
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OPTIMEDIA Dubai, UNITED ARAB EMIRATES
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Production Company
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NOVALIA Cambridge, UNITED KINGDOM
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Creative Execution
Our campaign focused on mobile tech innovation. First an interactive YouTube Masthead and Google Network banners: scanning a QR code, users could play with their smartphone the Chrysler 300C sounds, by establishing a live session between desktop and mobile through Google’s channel connect technology. Secondly, the first in-showroom interactive playable Posters with digital retargeting capability: printed with electro-conductive ink and paired with the Performer app, enabling users to play the car sounds. Finally, we applied the same technology to a promotion where prospects could win The Performer Promo kit (A4 playable poster and in-ear headphones) when taking a test drive.
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.
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.
Credits
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 |
Unni Kurup |
Eworks |
General Manager |
Samir Mathur |
Eworks |
Senior Account Manager |
Bechara Mouzannar |
Leo Burnett MENA/Publicis MENA |
Chief Creative Officer |
Links
Mobile URL
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Additional URL 1