Cannes Lions

DART

WIEDEN+KENNEDY, Portland / DODGE / 2013

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

This TVC shows the impossible process of creating the Dodge Dart; the anxiety of a blank page and a looming deadline, the initial moment of inspiration, the insane work ethic of a small team, their stubborn resolve to not cut corners, enlisting the marketing team and a celebrity endorser, and ultimately unveiling a small car that will change the way others are made, forever.

Execution

DodgeDartRegistry.com is the first time an auto company has leveraged crowd-funding and social media behaviors to give people a new way to buy a car. Users can raise anything from a down payment to the full price of the car.

This car was evidence that Dodge was not the company these younger buyers thought it was. The Dodge Dart had to convince people that this brand is new and modern, and the Dodge Dart Registry is evidence that this brand is not following old ways.

Outcome

The support for this campaign included a :30 TV spot, 2,284 news articles written about the Dodge Dart Registry and 23,142 total social mentions. This coverage has led to 811,677 page views on DodgeDartRegistry.com. In the first few weeks after launch consumers were spending an average of 11 minutes on the website. There are nearly 7,000 registries being funded this very moment.

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