Dodge Baby Made On Board case study

Vehicle manufacturer Dodge is Belgium's leading macho car brand. But with the launch of its family wagon - the Journey - it needed a diffferent approach to appeal to its core male audience.

Proximity BBDO, Brussels, came up with a daring concept: why not challenge the guys to make a baby in the back of the new Dodge Journey! The integrated campaign used ‘Baby Made On Board’ stickers, email, radio, posters and guerilla marketing to drive prospects to a website featuring videos, games and interactive e-cards.

Couples were invited to visit showrooms over the launch weekend, get busy in the roomy car and assess it for ‘serious backseat activity’. And there was a final cheeky incentive: If anyone had a baby exactly nine months after test-driving the Journey, the car was theirs.

This racy campaign certainly got people steamed up about Dodge. It generated a buzz via blogs, national and international media, generating 137,000 online articles. It also managed to notch up 72 Dodge-built babies!