A new Chrysler branding campaign glorifies the company’s quest for a new beginning as the 82 year-old auto manufacturer emerges from its corporate associations with Daimler.
The integrated campaign includes print, radio, and Internet placements with the tagline, “The New Chrysler: Get Ready for the Next Hundred Years.” The online media buy includes banner ads on AOL, MSN, and Yahoo. Those executions point to the corporate property Chryslerllc.com, or to specific brands including Chrysler, Jeep and Dodge. The corporate site features an interactive timeline of the company’s history, a snapshot of its current standing and manifesto of business operations, and future plans.
One online ad shows three babies in car seats dressed to represent the Dodge, Chrysler, and Jeep brands. A similar execution was used for the print campaign, and in general, “the theme of the interactive advertising is the same theme as our print and radio broadcast [spots],” said Chrysler corporate spokesperson Carrie McElwee.
Omnicom’s BBDO handled the print and broadcast spots, and Organic created the interactive executions. McElwee said the two agencies worked very closely on the campaign.
With the launch of the campaign, the company also returns to the Pentastar corporate logo it used prior to the merger with German car manufacturer Daimler-Benz.
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