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.
The Dodge Dart television spots are great. They are memorable, believable, and entertaining, but the online registry part of this campaign is what is really clever and smart because it:
- will lead to viral marketing via social media,
- reinforces the Dart brand image of innovation (all the Dart broadcost spots, the Dart product design, the way it was promoted, and now the way you can buy the car, are all innovative)
- will lead to greater market education of product features (consumers who create and buy from the registry look at the car in terms of it’s individual parts)
- will maybe even lead to people buying cars in this way.
Pretty darn clever!