Chrysler: THE PERFORMER, 1

Credits & Description:

Visit Site https://itunes.apple.com/us/artist/novalia-ltd/id574867841
CLIENT FIAT CHRYSLER AUTOMOBILES MIDDLE EAST
PRODUCT CHRYSLER 300C
ENTRANT PUBLICIS MIDDLE EAST DUBAI, UNITED ARAB EMIRATES
TYPE OF ENTRY INTERACTIVE: CRAFT
CATEGORY INNOVATIVE USE OF TECHNOLOGY
TITLE THE PERFORMER
PRODUCT/SERVICE CHRYSLER 300C
ENTRANT COMPANY : PUBLICIS MIDDLE EAST DUBAI, UNITED ARAB EMIRATES
ADVERTISING AGENCY : PUBLICIS MIDDLE EAST DUBAI, UNITED ARAB EMIRATES
PRODUCTION COMPANY : NOVALIA CAMBRIDGE, UNITED KINGDOM
ALEX BRUNORI PUBLICIS ME/DUBAI REGIONAL EXECUTIVE CREATIVE DIRECTOR
ARVIND KRISHNAN PUBLICIS ME/DUBAI CREATIVE DIRECTOR
AVINASH NAMADHARI PUBLICIS ME/DUBAI ASSOCIATE CREATIVE DIRECTOR
ARVIND KRISHNAN PUBLICIS ME/DUBAI ART DIRECTOR
AVINASH NAMADHARI PUBLICIS ME/DUBAI ART DIRECTOR
ALEX BRUNORI PUBLICIS ME/DUBAI COPYWRITER
CHARLES EDDY PUBLICIS ME/DUBAI CLIENT SERVICES DIRECTOR
BECHARA MOUZANNAR LEO BURNETT MENA/PUBLICIS MENA CHIEF CREATIVE OFFICER
Links
Entry URL https://itunes.apple.com/us/artist/novalia-ltd/id574867841
Creative Execution:
We created the region’s first interactive playable showroom posters, enabling user to play the sounds of the car from the poster, printed with electro-conductive ink, via their smartphone. They simply had to download The Performer App (App Store) and pair their smartphone with the posters via Bluetooth. The app would then turn the smartphone into a synthesiser and loudspeaker, reacting to the inputs from the poster. Importantly, we created a ‘World First’ by ensuring prospects who interacted with the poster could be retargeted through digital communication after they left the showroom, thanks to a Google tag embedded in the app.
Even though the campaign only went live on January 3rd, within 8 days Facebook video views exceeded 2million, worth 4 years of streaming time, and the test drive requests increased by 286% year on year. The campaign also achieved some regional and global ‘firsts’: - the world’s first re-targetable print ad and promo kit - first car model to be turned into a professional software multi-patch musical instrument - the region’s first playable posters.
The campaign objective was to establish a connection between Chrysler and Arab’s Got Talent, enabling a clear association between brand and program to appeal a younger audience, raising the awareness of the brand and specifically of the Chrysler 300C among young arabs. To achieve this, we decided to partner with Qusai, famous hip hop artist and Arabs Got Talent's co-host, to turn the Chrysler 300C into a musical instrument by sampling all of its sounds. We detailed the whole process as a four-parts documentary, culminating in a 60” TVC, of which the soundtrack has been composed, arranged and performed using only, and exclusively, sounds from the Chrsyler 300C. The resulting integrated campaign saw a massive use of innovative, interactive technologies both online and offline that set some regional and global firsts.