The target audience were identified, not because of their propensity to purchase the Chrysler 300C, but because of the exposure, word of mouth and ultimately usage of The Performer musical instrument. The direct mailer was sent to top influential music producers and hip hop artists across the region and the world to artists like Humberto Gatica and Andrea Bocelli.

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 by sampling more than 1000 sounds of the car.

These sampled sounds were then used to create an industry-standard professional musical instrument software, that we sent as direct mailers to influential music producers and hip-hop artists across the region and the world.

The Chrysler 300C is as precious, refined and inspiring as any other world-class musical instrument. Craftsmanship, emotion and technology are their common ground. As a culmination of 'The Performer' campaign, our software instrument is a powerful statement that encapsulates the essence of the campaign itself: turning the car into a musical instrument.

Creating a Software Musical Instrument from a car's sounds for an automotive brand had never been done before and when a producer uses any of our sampled sounds they have to credit Chrysler Middle East, giving the brand and product wider awareness and underlining the world-class quality statement.

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.

The industry-standard professional musical software instrument provided Chrysler Middle East with an opportunity to communicate the refinement of the 300C and integrate the campaign via a channel that would generate word of mouth advocacy through the music industry from established, industry professionals.

Additionally, if the sounds featured on The Performer Instrument were used in any public broadcast, the Chrysler 300C and Chrysler Middle East would be credited providing additional exposure for brand, product and campaign.