Baby Made On Board - Proximity BBDO, Brussels

Background

In 2007 the Dodge was launched into the Belgian market as THE macho car brand. In 2008 the challenge was: sell the first Dodge family wagon to our audience, while strengthening the macho image of the brand at the same time!

Idea

Family cars usually have ‘Baby on Board’ stickers. But if the typical macho guy likes to have fun in the back of the car as well, then why not invite him, and others like him, to see if they couldn’t make a baby in the back of the Dodge Journey?

Baby made on board stickers were handed out, e-mails were sent and posters were put up all inviting couples to come and see the roominess of the car for themselves over the weekend of June 14th a nd 15th.

And if anyone had a baby exactly nine months later, then the car would be theirs.

The website had emails that could be forwarded by guys to their girls featuring an interactive baby you could tickle. And there were training videos in ‘how to make a baby’ if you really needed help.

All of this was to convince people to test drive the car over its launch weekend. Gorgeous Dodge girls playing in the wet drew attention to the showrooms. Predictors were given to every couple that went for a backseat 'test drive'.

Results

A total of 72 babies speaks for itself! The campaign was blogged about around the world and was picked-up by national and international media. No fewer than 137.000 articles were published online.

On the 10th of March 2009 baby David was born, and a Dodge Journey was handed over to the proud parents.

Our Thoughts

This is another piece I love. What a brilliant way of making a family wagon macho. Ask punters to take it for a spin. Literally. It’s so right. Thank you so much Yves, the brave client who signed this off. It would have been very easy to laugh in the meeting when it was presented then kill it as soon as the agency left the room for one reason or twenty. The fact that you made it happen fills me full of confidence. I would suggest all account people take a copy of this work and show it to their clients. And Yves, we don’t have a car brand down here in NZ. And we’re the same network as Proximity Brussels. So if you feel like giving me a call, we’d love to work on Dodge in this part of the world. So long as you are around to sign it off.