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.
Nissanâ€™s striking Juke crossover was faced with an ultimatum: sell, or be discontinued. But often at the center of debates where itâ€™s called the â€œJokeâ€ or â€œPukeâ€, how do you market a car people love to hate?
Finding common ground in the regionâ€™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 campaign turned the Chrysler 300 into a musical instrument. Â The integrated idea included a compelling 5 part TV campaign exploring, identifying and sampling the sounds of the Chrysler 300C. Â Technology led ideas included the regionâ€™s first playable posters and the worldâ€™s first retargetable print insert. Â On YouTube and the Google Network users could play the carâ€™s sounds using their smartphone as a piano keyboard. Â The sampled sounds of the Chrysler 300C were mastered into a professional software musical instrument and sent to music producers as a direct mailing.