Chrysler is launching the Grand Voyager - equipped with the exclusive “stow and go” system - in France. These passenger seats are stowed using a built-in system; they vanish under the floor of the car. How do we communicate this innovation in a country where people are traditionally seduced by minivans?

“Save the seats”: Chrysler launches a call for help to end the torturing of seats folded any old way inside minivans. This tear-jerking and charitable false campaign shows seats being tortured before providing the solution, with the stow and go system, seats are finally happy. An Internet campaign is put into place at the same time as the mailshot. Six films showing seats being tortured have links to a mini website with a stow and go demo.

The "Stow and Go" Communication doubled the sales of Grand Voyager.