Chrysler sponsored Arabs Got Talent (AGT) 2015 – a platform for aspiring entertainers to showcase their talent. So we decided to develop content that would establish a connection between brand, show and the Arab youth in a manner unheard of in the field of automobile advertising.

We partnered with the co-host of AGT, Qusai, a popular hip-hop artist, and two expert sound engineers to turn the Chrysler 300C into a professional musical instrument.

To give people a firsthand experience of this instrument, we created the region’s first ‘playable posters’ and promo kits that enabled showroom visitors and test drivers to create their own music using sounds captured from the 300C by connecting the ‘playable poster’, via Bluetooth and a Chrysler App, to their smartphone which acted as an amp/speaker.

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 in a way that was entertaining and in sync with the content of AGT.

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 Arab youth are auto enthusiasts, so instead of using traditional media to showcase the 300C’s technological edge, world-class craftsmanship and refinement, we created the region’s first interactive playable posters.

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

This creative execution resonated with our target audience and provided them the same refined experience as the car.

We placed the playable posters and promo kits in all showrooms across the region starting from 8th February 2015 for a period of at least 5 weeks.