Brand | FIAT CHRYSLER AUTOMOBILES MIDDLE EAST |
Product/Service | CHRYSLER 300C |
Entrant | PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Use of print or outdoor in a promotional campaign |
Entrant Company
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PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
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PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
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Media Agency
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MC2 COMMUNICATIONS Dubai, UNITED ARAB EMIRATES
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Production Company
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NOVALIA Cambridge, UNITED KINGDOM
|
The Brief
The campaign objective was to establish a connection between Chrysler and Arab’s Got Talent, enabling a clear association between brand and program. To achieve this we turned the Chrysler 300C into a musical instrument detailing the whole process as a four-parts documentary culminating in a 60” TVC, of which the soundtrack had been composed, arranged and performed using only, and exclusively, sounds from the Chrsyler 300C. We also partnered with the car magazine Wheels and created an insert which is at the same time the world’s first retarget able print ad and the region's first playable magazine insert.
Describe how the promotion developed from concept to implementation
We created the region’s first interactive playable magazine insert that enabled user to play the sounds of the Chrsyler 300C from the page. The users simply had to download The Performer App from the App store and paired their smartphone with the A4 page via Bluetooth. The smartphone would thus act as the synthesizer/speaker for the playable insert – this was a regional first. Importantly, we created a ‘World First’ by ensuring prospects who interacted with the insert could be retargeted, via Google tagging, with digital communication once they interacted with the insert.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
The Playable Poster integrated seamlessly with the wider “The Performer’ campaign of turning the Chrysler 300C into a musical instrument as part of Chrysler’s sponsorship of Arabs Got Talent. ‘The Performer’ promo kit was unique and a first for the region ensuring the reward, like the Chrysler 300C, conveyed originality as well as highlighting the product’s world-class craftsmanship and innovative technology.
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 |
Hani Tayeh |
Publicis ME/Dubai |
Associate Account Director |
Bechara Mouzannar |
Leo Burnett MENA/Publicis MENA |
Chief Creative Officer |