2015 Winners & Shortlists

Creative Execution

Our campaign focused on mobile 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.