A really nice little peice from Wieden and Kennedy for Dodge. Recognising that sometimes people desire more functional and less novel gifts on special occasions. Whether that be money for a deposit on a house or even assistance in purchasing a car perhaps.
So W+K has tried to reinvent (to an extent) the gift registry. Allowing people to create a digital version of their new, dream Dogdge Dart and then set-up a registry so that family and friends can contribute towards their goal.
I think this is a great concept and allows people to really attach their aspirations, dreams and goals heavily to the brand. Also, create a platform in which people that want the car then acts as advocates for the brand to their broader and diverse networks.
Interresting concept and could change the nature of how, especially younger people make large purchases across numerous categories.