PT Cruiser GPS, Where am I?
The brief : promote a well-known car on the basis of a small integrated innovation, the GPS routefinder.
Everyone prepared their roadtrip online and printed theirs itinerary (yes it was before smartphone) or read old roadmap they had in their car. We decided to show everyone how usefull and easy is a GPS onboard to use, and how lost they could be without it. We created a fake Google Itineraries to explain how better and easier it is to find your way with a GPS onboard.
The direct mail campaign work was a very serious disorientating map; you know the one you have in your car for decades, where every roads are too tiny to read, this one we redone it but interchanging all the major city in France to make the message more clear : don't be lost ever.
With the DM (and inside Chrysler car dealer shop) a series of confused postcards (eg. Mountain scenes entitled "Nice, Côte d'Azur" or "Normandy beaches" wich are in the opposite directions).
