In the Middle East, Chrysler has a young ownership profile. For this reason Chrysler chose to sponsor Arabs Got Talent (AGT), a show popular among the Arab youth.

Our objective was to establish a strong connection between Chrysler and young Arabs through AGT while increasing brand awareness. We achieved it by turning the Chrysler 300C into a musical instrument.

We recreated this instrument in print as the world’s first re-targetable interactive print ad. Using conductive ink, Bluetooth connectivity, “The Performer” app and Google FloodLight technology, people could play various sounds of the car by connecting the print ad to their smartphones.

The campaign got more than 5.6 million video views across YouTube and Facebook, equivalent to 8 1/2 years of streaming time. These results were driven by our remarketing strategy, where video view completion bettered industry benchmarks by 150%. In turn, the awareness achieved through increased exposure saw test drive requests for the Chrysler 300C increase by 286% year on year.

The campaign also achieved some regional and global ‘firsts’ –

• World’s first re-targetable print ad and promo kit

• Region’s first playable mini-posters

• First car model to be turned into a professional software multi-patch musical instrument.

The world’s first re-targetable interactive print ad was implemented as a magazine insert. Using innovative printing technology, people could play the various sounds sampled from the 300C by connecting the print ad to their smartphones via Bluetooth.

The music used in this ad was composed from the 1000+ sounds sampled from the car. We captured the entire process of sampling and created a 5-part documentary.

We introduced:

• Region’s first playable posters in showrooms

• Test-drive promotion to win a playable mini-poster and headphones

• Banners on YouTube that connected PC/Desktop to smartphones to play the sounds of the car.

The Arab youth are auto enthusiasts, so we used “Wheels”, the region’s leading automobile magazine to engage with them.

Instead of a traditional print ad, our strategy was to showcase the 300C’s technological edge, world-class craftsmanship and refinement – like a professional musical instrument.

So we created the world’s first re-targetable interactive print ad.

Using innovative technologies, people could play various sounds of the car by connecting the print ad to their smartphones.

We gathered a database of everyone who interacted with the ad using Google Floodlight technology for re-targeting.