Dodge Journey Launch Campaign: Baby made on board.
Watch the presentation video:

How to launch Dodge’s first family vehicle, without losing the brand’s all American and masculine image? Just tell men that becoming a family man, doesn’t necessarily mean that you lose your manhood.

All communications led to a website where you could participate in a contest. Participants could try to “expand their families” during the launch days, initially called ‘backseat days. If nine months later you could prove that you conceived a child during the launch weekend and that you registered for the contest by booking a test drive, you had a chance to win the new Dodge Journey.

The campaign created a buzz on the internet. In a few days, about a hundred thousand articles were posted on thousands of car- and advertising blogs around the globe. We even made it to the LA Times.

Unfortunately, the big chiefs in Detroit thought we were promoting sex outside of marriage and made us weaken the website’s games etc. Nevertheless, we had great fun creating it.

• Gold Award of Montreux, Category

• Silver Proximity Creative Awards,
Category Integrated

• Best of Activation;
Gold category Consumer durables
Silver from the creative jury

• Nomination CCB

• Eurobest ‘09: 3 x finalist

• Shortlist Cannes Lions ‘09, Direct - Best Integrated Campaign Led by Direct Marketing
• Silver Cannes Lions ‘09, Promo – Best Integrated Campaign Led by Sales
• Gold Cannes Lions ‘09, Promo – Cars & Automotive Services

• Gold at WOMMY AWARDS - WOMMA(the word of mouth marketing association)

• John Caples NY 2010
Bronze: interactive campaign
Gold: integrated campaign
+ courageous client award

• Cuckoo Award B-to-C
• Cuckoo Award Smart Targetting

• Silver Echo Award 2010
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