Wieden + Kennedy the Dodge Dart Registry, a new online program that provides a creative way to raise money toward the purchase of a new Dodge Dart by mobilizing friends and family to help anyone make their new car dreams come true. The Dart Registry allows consumers to configure and customize a Dodge Dart, and set a goal for the amount of money they want to raise to fund it. It then itemizes components of the car—like a steering wheel, shifter, seat, or engine—allowing friends, family or anyone to sponsor the specific parts.
In addition to the online platform at www.DodgeDartRegistry.com, a new TV spot "How To Change Buying Cars Forever" is online and will be airing during the Fox network broadcast of the NFL National Football Conference Championship Game on January 20. The spot continues with the same dose of fun, humor and rapid-fire "instructional" tone that the Dodge brand introduced in July 2012 with the 90-second “How to Change Cars Forever."
INTERACTIVE + VIRAL VIDEO
PROJECT NAMEDodge Dart Registry
CONTENT TYPEWebsite & TV Spot
BRIEFHow to change buying cars forever. Dodge Dart. New Rules.
CLIENT CONTACTEileen Wunderlich / Jason Russ
DURATION OF CAMPAIGNRoughly 4-12 Months
Executive Creative Directors: Mark Fitzloff / Susan Hoffman
Creative Directors: Aaron Allen / Joe Staples / Michael Tabtabai