SRT Heroes

SRT is the performance sub-brand of Fiat Chrysler Automobiles. With the arrival of the SRT Hellcats it was essential to build awareness and engage our wider target audience with ever-green video content using our current owners as advocates to promote the passion for, and performance of, our vehicles.

SRT owners are loyal defenders of the sub-brand. We embraced this to find one true SRT Hero from the region.

The SRT Heroes campaign achieved a significant growth in sales mix, leads and reach through 6 hours of Arabic branded video content.

Saving a car that people love to hate

Nissan’s striking Juke crossover was faced with an ultimatum: sell, or be discontinued. But often at the center of debates where it’s called the “Joke” or “Puke”, how do you market a car people love to hate?

Finding common ground in the region’s debate culture, we shifted the Juke from being the subject of debate, to the instigator – creating a debate platform where we could own the conversation.

The campaign halved negative social sentiment. We gained market share by 2.4% to 6%, and sales increased 367%, an all-time high.

The Performer

The Performer campaign turned the Chrysler 300 into a musical instrument.  The integrated idea included a compelling 5 part TV campaign exploring, identifying and sampling the sounds of the Chrysler 300C.  Technology led ideas included the region’s first playable posters and the world’s first retargetable print insert.  On YouTube and the Google Network users could play the car’s sounds using their smartphone as a piano keyboard.  The sampled sounds of the Chrysler 300C were mastered into a professional software musical instrument and sent to music producers as a direct mailing.