Click above for a gallery of the Baby Made on Board promo materials
When we read the tip from reader Thijs B. telling us that in Belgium, Dodge is planning a Journey launch promo centered around backseat baby-making, we thought it was a big joke. So we started using our Google powers to see what else we could dig up. And guess what? It's legit.
If you go to babymadeonboard.be, you'll be greeted by the screen above, which features a play on those annoying "Baby On Board" window signs that were ubiquitous during the 80s. It's paired with a countdown timer that will zero out on the weekend of June 14, which is when the Dodge Journey officially launches in Belgium. A quick WHOIS lookup on DNS.be reveals that the site's domain name is registered to someone at the Brussels office of Proximity BBDO, a BBDO partner. BBDO is Chrysler's ad agency.
More Googling led us to a Dodge press release posted on a Belgian media portal. The car is being targeted toward men, and its launch slogan roughly translates to "Become a father, stay a man." According to the PR, Dodge suggests that "everyone try out the back seat of the Dodge Journey in a little unorthodox manner." Well, that's one way of getting folks to look past Chrysler's lamentable interiors. People whose "backseat trial" is successful and subsequently produce a newborn child 9 months after the car's launch weekend have a chance to win themselves a new Dodge Journey, and the baby's picture will be posted to the website.
We don't think that Dodge really wants people taking special test drives out of Belgian dealerships for the purpose of steaming up the windows the old fashioned way (we can imagine porters quitting en masse on June 13th if this were the case). This particular assignment can probably be completed at home, too. To help encourage people to take action, however, all Journey floor models will have those "Baby Made on Board" signs in their windows. If you're in Belgium, are planning a family, and are in the market for a new car, you might want to (ahem) get to work on or around June 14. Maybe earlier. After all, a little practice never hurts. Thanks for the tip, Thijs!
When we read the tip from reader Thijs B. telling us that in Belgium, Dodge is planning a Journey launch promo centered around backseat baby-making, we thought it was a big joke. So we started using our Google powers to see what else we could dig up. And guess what? It's legit.
If you go to babymadeonboard.be, you'll be greeted by the screen above, which features a play on those annoying "Baby On Board" window signs that were ubiquitous during the 80s. It's paired with a countdown timer that will zero out on the weekend of June 14, which is when the Dodge Journey officially launches in Belgium. A quick WHOIS lookup on DNS.be reveals that the site's domain name is registered to someone at the Brussels office of Proximity BBDO, a BBDO partner. BBDO is Chrysler's ad agency.
More Googling led us to a Dodge press release posted on a Belgian media portal. The car is being targeted toward men, and its launch slogan roughly translates to "Become a father, stay a man." According to the PR, Dodge suggests that "everyone try out the back seat of the Dodge Journey in a little unorthodox manner." Well, that's one way of getting folks to look past Chrysler's lamentable interiors. People whose "backseat trial" is successful and subsequently produce a newborn child 9 months after the car's launch weekend have a chance to win themselves a new Dodge Journey, and the baby's picture will be posted to the website.
We don't think that Dodge really wants people taking special test drives out of Belgian dealerships for the purpose of steaming up the windows the old fashioned way (we can imagine porters quitting en masse on June 13th if this were the case). This particular assignment can probably be completed at home, too. To help encourage people to take action, however, all Journey floor models will have those "Baby Made on Board" signs in their windows. If you're in Belgium, are planning a family, and are in the market for a new car, you might want to (ahem) get to work on or around June 14. Maybe earlier. After all, a little practice never hurts. Thanks for the tip, Thijs!
[Source: Dodge Belgium]
PRESS RELEASE
(if you can read Dutch, and we've missed any of the major points, let us know in the comments)
Tijdstip: 10:0
Datum: May 30,2008
Bron: Chrysler Belgium Luxembourg
Dodge moedigt u aan een kind te maken op de achterbank
Tijdens het weekend van 14 en 15 juni komt in België en Luxemburg de
Dodge Journey op de markt, het allernieuwste model van het merk met
de ram in het logo. De Caliber, de Nitro en de Avenger hebben al
bewezen dat een van de sterke punten van Dodge erin bestaat om wagens
uit te brengen die op geen enkel ander model lijken.
De Journey blijft trouw aan die filosofie en richt zich meer bepaald
op mannen die een gezinsauto nodig hebben, maar zich daarom nog niet
met een banale auto tevreden willen stellen. De Dodge Journey heeft
niet alleen een uitgesproken persoonlijkheid en een uiterlijk dat
harten doet smelten, maar biedt zijn gelukkige eigenaar ook alle
voorzieningen om probleemloos tussen alle aspecten van zijn leven te
kunnen wisselen: vijf of zeven zitplaatsen, inklapbare stoelen, tal
van ingenieuze opbergvakken, diesel- of benzinemotoren, handbediende
of automatische versnellingsbak, zonder alle comfort- en
veiligheidsvoorzieningen te vergeten.
De reclamecampagne die gepaard gaat met de introductie van deze auto
zal ongetwijfeld evenveel stof doen opwaaien als de auto zelf. Met de
slogan 'Vader worden. Man blijven' moedigt Dodge iedereen aan om de
achterbank van de Dodge Journey op een ... weinig orthodoxe manier uit
te proberen. Met andere woorden, maak een baby in de Dodge Journey en
als hij of zij 9 maanden na het introductieweekend geboren wordt, dat
wil zeggen op 8 maart 2009, wint u misschien een Dodge Journey. Alle
demonstratievoertuigen dragen het bordje 'Do not Disturb. Making a
Baby'. De foto van de winnende baby wordt gepubliceerd op de site van
de campagne: www.babymadeonboard.be.
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