Quick-witted, energetic and amusingly excessive, Wieden + Kennedy's TV campaign for the Dodge Dart has quietly become one of the most entertaining on the air. Now, agency and client are bringing some of that fresh perspective to the social space with the Dodge Dart Registry, an online program that lets friends and family buy bits and pieces of the vehicle for you—much like a wedding registry allows them to buy you housewares.
It works like this: You sign up for the program, configure and customize a Dodge Dart (choosing from 12 exterior colors, 14 interior color and trim options, three fuel-efficient engines, three transmission choices, safety features, aerodynamics, etc.), and set a goal for the amount of money you want to raise to fund it. The site then itemizes components of the car—like a steering wheel, shifter, seat or engine—and allows friends, family or anyone to sponsor the parts. Once registered, you can connect to Facebook and Twitter and spread the word about your registry, and thank people who have bought items off it (all the while communicating and sharing features of the vehicle through social channels).
"The registry is designed to make the process of configuring and buying a new Dart more social than ever, in a way that has never been done before," says Oliver Francois, chief marketing officer at Chrysler Group LLC. "Now, 'New Rules' transcends not only how we design, build and market a car, but redefines how consumers can purchase a new vehicle by mobilizing friends and family to help."
The registry is powered by RocketHub, a crowdfunding platform. It's being promoted with a new 30-second TV commercials, titled "How to Change Buying Cars Forever" (below), which broke this weekend during the NFL's NFC Championship Game. It might not actually change car buying forever, but it's a welcome experiment that adds to the Dart's growing reputation as one of the most nimble and fun auto brands on the market.
Credits below.
CREDITS
Client: Dodge
Project: Dodge Dart Registry
Agency: Wieden + Kennedy, Portland, Ore.
Executive Creative Directors: Mark Fitzloff, Susan Hoffman
Creative Directors: Aaron Allen, Joe Staples, Michael Tabtabai
Copywriter: Derek Szynal
Art Director: Gianmaria Schonlieb
Agency Executive Producer: Ben Grylewicz
Executive Producer: Corey Bartha
Broadcast Producer: Jennifer Hundis
Director of Business Affairs: Amber Lavender
Business Affairs: Connery Obeng
Project Management: Tamar Berk
Account Management: Thomas Harvey, Account Director; Lani Reichenbach, Management Supervisor; Kyleen Caley, Account Supervisor
Planning Director: Amber Higgins
Senior Interactive Strategist: Zack Jerome
Director of Digital Production: Pierre Wendling
Executive Interactive Producer: Patrick Marzullo
Creative Technologist: Nilesh Ashra
Head of Motion: Michael Gersten
Visual Effects Supervisor: Adam Nikolaidis
Motion Designers: David Mellor, Albert Yih
3-D Designer: Greg Radich
Studio Artists: Curtis Pachunka, Hillary Carey
Digital Production Company: Ignition Interactive
Executive Creative Director: Chris Eyerman
Senior Producer: James DeMello
Senior Developer: David Benjamin
Technical Director: Matthew Goshman
Developer: Jason Hughes
Designers: Dru Bramlett, Andy Burdin
Web Copywriter: Spencer Donald
Development Partner Company: Rocket Hub
Executive Director: Alon Hillel-Tuch
Technology Director: Vlad Vukicevic
Lead Developer: Tom Davies
Developer: Andrew Harricharan
Editorial Company: Joint Editorial
Editor: Nicholas David
Post Producer: Yamaris Leon
Visual Effects Company: Wieden + Kennedy
Sound Designer: Charlie Keating
Mix Company: Joint Editorial
