2016 Winners & Shortlists

Brief Explanation

The Performer campaign was created, to engage with our younger demographic with a fresh creative approach to automotive advertising. To achieve this the brand sponsored the 2015 season of Arabs Got Talent. The Chrysler 300C is appreciated for its world-class craftsmanship and is as refined as a musical instrument. This simple thought led us to the idea of uncovering the Chrysler 300C’s talent to become a musical instrument, that would become the story and soundtrack of our campaign and our association with Arab’s Got Talent. 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. The campaign followed the format of the Arab’s Got Talent Show. During the program’s ‘Audition’phase we aired individual chapters telling the story of capturing the sounds from the Chrysler 300C. Each week the audience followed Qusai and our sound engineers in exploring, identifying and ‘sampling’ the sounds of the Chrysler 300C. The culmination of the 4 chapters was the final 60” TVC of which the soundtrack was composed, arranged and produced using only sounds from the Chrysler 300C and was aired during the ‘Live Shows’ of Arabs Got Talent. To support the TV campaign, we created the region’s first ‘playable’ posters and the world's first re-targetable press inserts; allowing users to play the Chrysler 300C like a musical instrument from the printed material connected via Bluetooth to the user’s smartphone which became the speaker/amp. This concept was complemented online via a digital campaign on YouTube and across the Google Network, in which the user could play the car's sounds using their smartphone as a piano keyboard after connecting to the digital banner on their desktop computer or Ipad, through HTML 5 Technology A promotional campaign in showrooms rewarded people test driving the Chrysler 300C with a Performer Kit containing the ‘playable’ poster with headphones. The campaign surpassed expectations as outlined in the chart below: Fig 1: Results Overview