Family cars usually have ‘Baby on board’ stickers on the back. The typical macho on the other hand rather has fun in the back of the car. The conception became the concept: Baby made on board stickers invited our prospects on the 14th and 15th of June, together with their girlfriends, to test the backseat of the Dodge Journey, and make a baby during the ‘test drive’! The parents of the baby born closest to the 8th of March would win a Dodge Journey!
E-mails were sent and posters were put out, all leading to the website. Here the action was communicated, and visitors were invited to spread the message, by sending an interactive, baby tickling e-card to their girlfriend, or making fun of their friends with an e-card highlighting the importance of ‘coming’ together. Virtual ‘training’ in baby-making was equally possible.
Gorgeous Dodge girls playing in the wet drew attention to the showrooms, Predictors were distributed… And the campaign was supported with funny radio commercials.