CHRYSLER: THE PERFORMER
Working with Publicis Middle East/Dubai, Novalia created a musically interactive poster as a part of Chrysler’s ‘The Performer’ campaign, in which Saudi Arabian Hip Hop celebrity Qusai duets musically with the new Chrysler 300C, in association with Arabs Got Talent show.
The region’s first interactive playable showroom posters, Novalia’s technology used conductive ink and bluetooth to allow users to play the sounds of the Chrysler 300 CC from the poster. The posters pair with the Performer app, available on the App Store, allowing the smartphone to be used as a synthesiser and speaker, reacting to inputs from the poster as you play the car sounds like a musical instrument.
All the sounds are sampled from the Chrysler 300C which embodies world-class levels of craftsmanship and technology, as refined and inspiring as a world class musical instrument.
A Google Tag embedded in the app allows Chrysler’s customers of the future to be targeted through digital communication after they have left the showroom.
The campaign went live on January 3rd 2015. Within 8 days Facebook video views had exceeded 2 million. The campaign also achieved regional and global firsts: the world’s first re-targetable print ad and promo kit, the first car model to be turned into a professional software multi-patch instrument, and the region’s first playable posters.
The project won gold in the Dubai Lynx 2015 media category, and bronze in the Dubai Lynx 2015 Interactive Category.