It is an integrated campaign but it has one feature that may make you want to consider it for Titanium: for the first time in the world we have used a technology that makes possible for an old media (print, outdoor) not only to communicate with the digital sphere, but also to re-target the user, closing the phygital circle.

Chrysler Middle-East is the main sponsor of Arabs Got Talent (AGT) 2015. This platform provides significant reach and visibility for Chrysler among young Arabs – our primary audience.

Challenge: Break the clutter of automobile advertising and make the brand an influencer.

Objectives: To establish a strong connection between Chrysler and Arab youth through AGT while increasing brand awareness.

Strategy: Showcase the car as a unique instrument by sampling its sounds that can be played by Qusai, the co-host of AGT, in a way that was entertaining and in sync with the content of AGT.

Execution: We created a 360 campaign that included a 5-part documentary of the recording sessions, interactive playable posters, re-targettable print ads, web banners and an industry-standard professional musical software as a DM.

The campaign surpassed expectations with video views across YouTube and Facebook exceeding 5.6million, 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’.

Using conductive ink, Bluetooth connectivity, “The Performer” app and Google FloodLight technology, we created –

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

• Region’s first playable in-showroom posters

The 300C was the first-ever car model to be turned into a professional software multi-patch musical instrument, which was sent as direct mailers to influential music producers and hip-hop artists across the region and the world.

Documentary:

We sampled 1000+ sounds of the Chrysler 300C with the help of Qusai, and recorded these sampling sessions as a 5-part documentary.

TVC:

The first four chapters documenting the sampling process served as a teaser broadcast before the reveal of the main TVC.

Point-of-sale:

Using the same technologies we created promo kits that were placed in showrooms.

Web banner:

Our banner campaign ran on YouTube masthead and across the Google Network where users played the car's sounds using their smartphone through the innovative Google ChannelConnect technology.

Press ad:

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

DM:

The sampled sounds were then used to create an industry-standard musical instrument software directly mailed to music producers and hip-hop artists across the world.

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.