Download - Chrysler "Born of Fire" Case Study
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 ©