Courageous Client Award - Proximity BBDO, Belgium & Dodge

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Baby made on board/Consumer campaign

Agency: Proximity BBDO, Belgium
Client: Dodge

Dodge was originally launched on the Belgian market as the macho car brand, but this campaign sought to promote the first Dodge family wagon to consumers, while strengthening the manly image of the brand at the same time. Family cars usually have “baby on board” stickers on the back, but the typical macho man wants to have “fun” in the backseat. Conception became the concept and the tagline: Baby made on board. The campaign invited prospects to test the backseat of the Dodge Journey, and make a baby during the test drive. Baby made on board stickers were handed out, e-mails were sent and posters were mounted, all leading to the Web site. Visitors were invited to spread the message online by sending an interactive e-card to their girlfriends, or making fun of their friends with an e-card highlighting the importance of “coming” together. Virtual “training” in baby-making was also promoted. The campaign was supported by radio as well. Dodge-branded gender predictors were given to every couple that went for a backseat “test drive.” The campaign was more than fruitful, as a total of 72 babies were “Made on Board.” The campaign was talked about in national and international media, and was discussed on blogs from Brazil to Russia. 137.000 articles were published online. The winner of the contest was baby David, born March 10th, and a Dodge Journey was handed over to the proud parents.

Creatives
Proximity BBDO team

Finalists

The yellow treehouse
Agency
AIM Proximity

Client
The Yellow Pages Group
ECD:
Nick Worthington

Hour-long letter
Agency
Draftfcb, New Zealand

Client
APN News & Media New Zealand
CD:
Tony Clewett

Mystery packages
Agency
Proximity, London

Client
Royal National Lifeboat Institution
Director of innovations & creativity: Debi Bester

The best job in the world
Agency
SapientNitro

Client
Tourism Queensland
CD:
Nancy Hartley, James Burchill

The village where no thing ever happens
Agency
Shackleton

Client
Conect
ECD:
Juan Silva

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