Chrysler — “The Sum of its Parts” Multi-Screen Launch Experience for Grand Voyager
Role: Creative Lead / Digital Experience & Campaign Design — SapientNitro (now Publicis Sapient)
Scope: Campaign concept, multi-screen UX, experiential design, content systems, dealership & auto show platforms
Role: Creative Lead / Digital Experience & Campaign Design — SapientNitro (now Publicis Sapient)
Scope: Campaign concept, multi-screen UX, experiential design, content systems, dealership & auto show platforms
Context —
Chrysler aimed to build awareness for the launch of the Grand Voyager, a key vehicle within its minivan portfolio during a period of renewed market momentum. With only two cinematic European TV spots as source material, the opportunity was to extend the campaign into a richer, more interactive digital experience—one that could communicate the vehicle’s practicality, innovation, and family-focused design to a modern audience.
Challenge —
Translate limited TV assets into a compelling, scalable digital campaign.
Elevate perception of the Grand Voyager within a highly competitive and utility-driven minivan segment.
Balance functional product storytelling (features, capacity, versatility) with emotional brand appeal.
Deliver a seamless experience across auto shows, dealerships, and personal devices.
Support broader sales growth and category leadership in North America.
Approach —
Conceptualized and launched “The Sum of its Parts”, a digital experience designed to showcase how individual features combine to create a superior family vehicle.
Extended TV storytelling into an interactive, modular content platform, emphasizing both utility and craftsmanship.
Designed a multi-screen, omni-channel experience spanning:
• Auto show kiosks
• Dealership touchscreen displays
• Desktop and tablet environments
Structured content around feature-level storytelling (e.g., seating flexibility, storage, passenger comfort), reinforcing the vehicle’s real-world value.
Leveraged high-quality visual assets and motion design to create an immersive, hands-on exploration experience.
Ensured consistency and usability across all environments through a modular interaction system.
Creative Highlights —
Feature-Driven Narrative: “The Sum of its Parts” translated functional benefits into an engaging, story-led experience.
Utility Meets Emotion: Balanced practical family needs (space, flexibility) with elevated design and presentation.
Multi-Environment Experience: Seamless interaction across retail, experiential, and personal digital platforms.
Scalable Content System: Modular framework allowed reuse across vehicle lines and future campaigns.
Outcome —
Delivered a significant lift in awareness and engagement for the Grand Voyager launch.
Supported Chrysler’s broader minivan success, including:
• 28% increase in Chrysler Grand Voyager U.S. sales (141,648 units)
• Continued dominance of the North American minivan segment alongside Town & Country
• 37 consecutive months of year-over-year sales growth in Canada by the end of 2012
Contributed to best retail sales performance in over a decade for Chrysler Canada (+6% year-over-year).
Reinforced key product strengths—versatility, capacity, and family utility—through digital storytelling.
Helped position Chrysler’s minivan lineup as both practical and thoughtfully designed, supporting sustained category leadership.
