Cannes Lions

Chrysler Motown Radio

ARTCOM, Buenos Aires / FIAT GROUP / 2016

Case Film
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Overview

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Credits

Overview

Description

We imagined a taylor-made radio station and a multimedia digital platform conceived around a strong concept.

Since an important part of Chrysler´s communication underlines its deep affection for Detroit, claiming our cars are imported from Detroit, we thought of developing a product on line with this concept.

We thought of Motown, Detroit´s legendary record label, responsible for an amazing number of worldwide smash hits as a natural partner for this media venture.

So we joined together Chrysler and Motown, two unquestionable icons of Detroit, and assembled Chrysler Motown Radio, an online radio station that was to carry the Detroit Sound to the south end of the world.

Chrysler and Universal, (owner of Motown catalogue) can only benefit from this unprecedented alliance: Chrysler has its own media to connect and promote all marketing actions in the South American region while Universal refreshes and airs a classical but somehow forgotten music catalogue.

Execution

Once both radio station and multimedia platform were operational we put them online on a streaming we hired with best sound quality available. All programming is pre recorded weekly and goes on air in a “virtually live” way, so the audience feels a truly live sensation.

Chrysler Motown Radio is on air 24 hours a day all year long.

The concept reaches 5 territories: Argentina, Chile, Colombia, Peru and Uruguay. All production takes place in Buenos Aires, Argentina. The language used is what is known as neutral Spanish to enhance the concept of region, while the contents of the station concern all 5 countries in an equal proportion.

This content is about marketing activities but also entertainment stuff, tips on places to visits, restaurants, exhibitions, etc. all in connection with each brand philosophy .

We developed apps for IOS & Android to make easy access to Chrysler Motown Radio.

Outcome

15,000 fans in Facebook in 5 months with no campaign. Distributed in 5 countries

More than 1,000 apps downloaded from Apple Store & Google Play

1,000 reach by post in Facebook

100% positive feedback thru Facebook and our website

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VMLY&R COMMERCE ARGENTINA, Buenos aires

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