Instead of buying appliances or dinnerware when people get married, the new ‘Dart’ campaign lets friends and family select auto components.
Instead of buying couples a toaster or a set of plates when they get married, why not help them buy a car? That’s the idea behind Dodge’s latest campaign for the 2013 Dart.
The ‘Dodge Dart Registry‘ works like a regular gift registry in that it lets friends and family select gifts for the recipients, but here the gifts are different parts of a new car. The online program, designed by Wieden + Kennedy, provides a creative way to raise money for a Dodge Dart.
It allows consumers to configure and customize their dream vehicle and then set a goal for the amount they want to raise. This can be a portion of the cost of a new Dart or the full price. It then itemizes components of the car, like the steering wheel, seats, and engine, allowing family and friends to sponsor specific parts.
Once the fundraising goal has been reached, they can go to the dealership and pick up their new car. You can check out the campaign’s new TV spot, ‘How to change buying cars forever’, below: