CHRYSLER — “300 REASONS” MULTI-SCREEN LUNCH EXPERIENCE
The Challenge
Chrysler was preparing to launch the new model year of the Chrysler 300 - a vehicle central to the brand's repositioning as a modern expression of American luxury. With only two European TV spots as primary campaign assets, the digital experience needed to carry the full weight of the North American launch. The challenge was to transform limited broadcast material into a rich, multi-channel campaign ecosystem that could drive awareness, deepen engagement, and hold its own in a highly competitive sedan market.
The Solution
As a Senior Designer, I led the design execution of "300 Reasons to Love the Chrysler 300" - an immersive digital experience built around storytelling, product features, and brand heritage, designed to function seamlessly across auto shows, dealerships, and personal devices.
Transformed TV campaign assets into an interactive content ecosystem spanning multiple digital touch points
Modular "300 Reasons" framework - product features and brand stories structured into intuitive, snackable content units
Multi-screen platform designed for auto show kiosks, dealership touchscreen displays, and desktop and tablet environments
Extensive use of photographic and historical brand assets complemented by a bespoke photoshoot
Editorial-style visual design balancing emotional storytelling with product education
Interaction design focused on sustained engagement and intuitive exploration
The Experience
The campaign delivered results that extended well beyond digital. The Chrysler 300 saw up to 179% increase in U.S. sales, 138% sales growth and a 40% year-over-year increase. By mid-year, 44,200 units had been sold, more than doubling prior performance. The campaign contributed to 11 to 12 consecutive months of year-over-year sales growth and played a meaningful role in reinforcing Chrysler's repositioning toward modern American luxury - elevating both brand perception and competitive standing in the market.
Client: Chrysler USA
Role: Senior Designer
