2015 Winners & Shortlists

The Brief

This activity was part of the wider ‘The Performer’ campaign that turned the Chrysler 300C into a musical instrument. The aim of the promotional activity was simple: to incentivize Test Drives of the Chrysler 300C aimed not only at the product’s existing target demographic but to a wider, more youthful audience. Strategically, the promotional offering needed to seamlessly integrate with the wider campaign and provide an innovative reward exclusive to the Chrysler 300C.

Describe how the promotion developed from concept to implementation

We developed The Performer Promo Kit which included the region’s first interactive Playable Poster and an exclusive set of in-ear headphones. The Playable Poster enabled users to play the sounds sampled from Chrysler 300C via its piano keyboard and percussive pads, printed on the poster with electro-conductive ink. The Poster was paired with the user’s smartphone, via Bluetooth, so that it could become the synthesiser for the sounds and loudspeaker for the poster thanks to The Performer App, downloadable from the App store. Showroom visitors could get The Performer Kit by completing a test drive and registering their details.

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 Performer Promo Kit is a unique reward that underlined Chrysler’s approach to innovative technology, world class craftsmanship and was also seamlessly integrated with the overall campaign. The Performer Promo Kit featured an interactive playable poster was the first of its kind in the Middle East and importantly, was the World’s First ever re-targetable printed item enabling Chrysler to communicate digitally to the prospect once they left the showroom.