Dodge: BABY MADE ON BOARD

Credits & Description:

Type of Entry: Product & Service
Category: Cars & Automotive Services
Title: BABY MADE ON BOARD
Advertiser/Client: DODGE
Product/Service: DODGE JOURNEY
Entrant Company: PROXIMITY BBDO Brussels, BELGIUM
Sales Promotion/Advertising Agency: PROXIMITY BBDO Brussels, BELGIUM
Creative Credits
Name Company Position
Proximity Bbdo Team
Details
Describe the brief from the client:
In 2007 we launched Dodge on the Belgian market as THE macho car brand. In2008, the dare was even more exciting: sell the first Dodge family wagon to our audience, while strengthening the macho image of the brand at the same time! Family cars usually have ‘Baby on board’ stickers on the back. The typical macho on the other hand rather has 'fun' in the back of the car. The conception became the concept: Baby Made On Board. The campaign invited our prospects to test the backseat of the Dodge Journey, and make a baby during the ‘test drive’!
Describe how the promotion developed from concept to implementation:
Baby made on board stickers were handed out, e-mails were sent and posters were put out, all leading to the website. Here the action was communicated,and visitors were invited to spread the message, by sending an interactive, baby tickling e-card to their girlfriend, or making fun of their friends with an e-card highlighting the importance of ‘coming’ together. Virtual ‘training’ in baby-making was equally possible. And the campaign was supported with funny radio commercials. Gorgeous Dodge girls playing in the wet drew attention to the showrooms. Predictors were given to every couple that went for a backseat 'test drive'.
Describe the success of the promotion with both client and consumer including some quantifiable results:
The campaign was more than fruitful: a total of 72 babies speaks for itself! The action became the talk of the day on many blogs around the world, from Brazil to Russia. It was picked-up by national and international media (press, radio), national and international, and no less than 137.000 articles were published online. On the 10th of March, baby David was born, and a Dodge Journey was handed over to the proud parents.
Explain why the method of promotion was most relevant to the product or service:
Family cars usually have ‘Baby on board’ stickers on the back. The typical macho on the other hand rather has fun in the back of the car. The conception became the concept.