SELLINGDETROITa case study by adam fishbein

TABLE OF CONTENTSI. CAMPAIGN OVERVIEW.........................................................page 3Competitive Environment

II. CAMPAIGN OBJECTIVES.....................................................page 6Campaign StrategiesTarget Markets

III. CREATIVE OVERVIEW.......................................................page 8Creative Exections - TelevisionCreative Executions - PrintCreative Executions - Digital

VI. CAMPAIGN RESULTS..........................................................page 15

V. EPILOGUE..............................................................................page 17

VI. QUESTIONS..........................................................................page 18

“BEAUTIFUL, PASSIONATE DESIGN AND COMFORT FOR THOSE WHO DON’T FORGET WHERE THEY CAME FROM”

Olivier FrancoisCEO Chrysler Brand

I. CAMPAGIN OVERVIEW

PAGE 3

In 2009, Chrysler (under Daimler-Benz) forced into bankruptcy - Must take government bailouts and is sold to Italian-owned Fiat

Under the leadership of Olivier Francois (pictured below), the company is restructured focusing on the strengths of each brand- Strategy changes the struggling Chrysler Sebring to the Chrysler 200

Teams up with a new Portland-based agency Wieden + Kennedy - Agency produces a 2 minute 2011 Super Bowl Spot for the new car/brand

Following the spot, the company launched a successive stylized Print, Television, and Internet campaign

I. COMPETITIVE ENVIRONMENT

PAGE 4

Tier One - Domestic Mid Size “Entry Luxuries”

Tier Two - Imported Mid Size “Entry Luxuries”

“THIS IS THE

MOTOR CITYAND THIS IS

WHAT WE DO”

II. CAMPAIGN OBJECTIVES

PAGE 6

1.

3.

2.Increase awareness regarding the Chrysler 200, and the Chrysler brand

Increase sales of the newly designed mid-size sedan, Chrysler 200

Change brand perception of Chrysler into an affordable luxury car brand

II. CAMPAIGN STRATEGIES

PAGE 7

Position Chrysler as an affordable luxury car brand in the midst of a second awakening

Harness the “pick your self up by your bootstraps” spirit of the American auto industry in brand messaging

Place the city of Detroit at the center of the campaign as a metaphor for the Chrysler brand, using the slogan “Imported from Detroit”

Create stylish and sleek creative executions that emphasize the re-design of the car itself

Use the term “earned luxury” to define a new wave of American automobiles

II. TARGET MARKETSPRIMARY - The Patriotic Blue Collar

- Males and Females 18 to 54, high school education and above, live in Mid-West cities - Hard working blue collar workers, middle class seeking mid-size sedan that emphasizes “earned luxury” - Patriotic Americans who believe in the resilient spirit of America - Do heavy research when purchasing a car

SECONDARY - The Alternative White Collar- Males and Females 18 to 54, college educated- Hard working white collar workers looking for a mid-size sedan - May have been resistant to buying American cars, but would consider choosing Chrysler over BMW, Audi, etc if the features/price were appealing

“WE’RE FROM AMERICA.

THE THINGS THAT MAKE US AMERICANARE THE THINGS WE MAKE.”

III. CREATIVE OVERVIEW

PAGE 8

Emphasize the “Americanness” of the Chrysler brand- Appealing to the patriotic, hard working spirit within every American

Create the idea of “American Coolness” as a form of luxury

Use the city of Detroit as a thematic metaphor for Chrysler, America, and Resilience

Build the idea of “Earned Luxury” - Hard work pays off and confidence is key

Heavy use of high quality television spots that drive viewers to website where they can learn more about the car- Selling an idea first, car second

CREATIVE EXECUTIONS - TELEVISIONFirst aired February 2011 Super Bowl, launching the “Imported from Detroit” Campaign. The ad cost $9 million to produce.

Running 2 minutes long, it cost over $3 million in media dollars for this position alone.

The spot only aired once and was immediately posted on YouTube and various news outlets

The spot starred 8 Mile rapper and Detroit native, Eminem with his song “Loose Yourself”- Eminem is notorious for selectivity with clearance rights to his music

The ad took home 5 awards at the 58th Annual Cannes International Festival of Creativity.

CREATIVE EXECUTIONS - TELEVISION CREATIVE EXECUTIONS - TELEVISIONFirst aired in Thanksgiving 2011 football games

The 60 second spot features Detroit Lions defensive tackle Ndamukong Suh

Spot shows Suh returning to his home in Portland, Oregon

Is the first of three in the Detroit centered “See it Through” ads

Shifts focus to the Chrysler 300 line

CREATIVE EXECUTIONS - TELEVISIONSecond spot to air on Thanksgiving 2011 football games

The 60 second spot features Detroit native men’s fashion designer John Varvatos

Takes place in New York City

Falls within the collection of “See it Through” spots for the Chrysler 300

CREATIVE EXECUTIONS - TELEVISION CREATIVE EXECUTIONS - PRINTHarnessed the power of the “Imported from Detroit” television spots

Chrysler ran a number of print insertions in national magazines in order to support campaign messaging

Due to the nature of the automotive industry, local print ads come from Chrysler dealerships ran at the local level in top markets

CREATIVE EXECUTIONS - DIGITAL

Television and print ads drove viewers to the Chrysler website which featured the “Imported from Detroit” branded page. On this page users can watch video testimonials of Detroit Success stories, see local charities the auto company supports and buy “Imported from Detroit” merchandise.

“YOU’VE GOT TO TELL STORIES THATGRAB PEOPLE BY THE COLLAR.”

Olivier FrancoisCEO Chrysler Brand

IV. CAMPAIGN RESULTS

PAGE 15

The “Born of Fire” ad was one of the most talked about Super Bowl ads in 2011, gar-nering 5 Cannes Awards including “Best Automotive Ad”

Wins 2011 Emmy Award for Best “Commerical of the Year”

The Ad has 14 million views on YouTube alone

The “Imported from Detroit” branded merchandise sold out within 2 days of its intro-duction to the market

- Sales for the Chrysler Brand increased 92% from Nov. ‘10 to ‘11 - Sales of the Chrysler 200 increased 496% from the Sebring its following year- Sales of the 300 increased 215% during the month of November ‘11 vs. ‘10

Major backlash from Made in the USA group - findings show that the car is made in Canada, with engine parts imported from Mexico- Critics such as Rush Limbaugh saw the campaign as being political; some of the messaging led to the support of government bailouts

“WE ARE NO LONGER ASHAMED OF THE PRODUCTS WE SELL”

Olivier FrancoisCEO Chrysler Brand

V. EPILOGUEDuring the 2012 Super Bowl, Chrysler shifts the campaign strategy to “It’s Half-Time America” - Extends the campaign to the full line of brands

A 2 minute spot narrated by Clint Eastwood - Retains its “Imported from Detroit” slogan

The spot was heavily debated as using pro-Obama rhetoric- Part of a liberal agenda

If I were to change anything:- I would show a little more of the car, and a little less of the city itself

V. EPILOGUE VI. QUESTIONS

PAGE 18

What do you think of when you are presented with Detroit? Do you think it is a good strategy to focus so heavily on one specific location as a theme, placing added burden on an entire city?

As an automotive buyer are you more likely to research a car when the advertisement gives you the specs or do you respond better to themes and symbolisms?

Do you think it is possible for the American auto industry to ever position itself as having “luxury lines?”

adam fishbein2012 ©