Super Bowl Commercial 2011-Chrysler
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Transcript of Super Bowl Commercial 2011-Chrysler
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Case Presentation
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Imported from Detroit
Made
in
American Pride
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HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS
• Founded by Walter Chrysler (1875–1940) on June 6, 1925;
• Familiar with innovational technology applying on automobile;
• Focus on producing large vehicles such as SUV’s, trucks, and sedans;
• Product include SRT, RAM, Dodge, Jeep, Plymouth Desoto and Chrysler;
• In the 1970’s and 90’s, failed to meet the demand for market, drop in sales;
• Between 1998-2007, merged with Daimler-Benz(DB), but end with devoice;
• In 2008 Chrysler went to bankruptcy and saved from the US government;
• On January 2014, integrated by Italian Fiat , become Fiat Chrysler Automobiles;
Imported From Detroit
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HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS
• Media mess in public• Economic crisis hit sales since 2007
• Taken over by government & Fiat
• Germany and Japanese Competitors
Imported From Detroit
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Imported From Detroit
HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS
“Imported From Detroit” - 2011
-Mission Promote Chrysler’s products increasing U.S. market share
-Objective
Wake up the awareness of Detroit culture and connect with Chrysler
-Value
Enhance the American emotion by their motors for the American pride~!
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Imported From Detroit
HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS
2. Detroit car, new Chrysler 200
1. Detroit superstar, Eminem 3. Detroit image, root
4. Super Bowl period
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Imported From Detroit
HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS
• Attitude - serious but proud, unlike other humor commercials;
• Agenda- 5 years Campaign with same tagline and expanding its use;
• Media- TV, YouTube, Facebook, Twitter, Google+, Printerest;
• Event- funneled to Detroit-area charities, Habitats, foundation;
• Accessory sales- T-shirt, hat, journal, pen with slogan “Imported ”
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Imported From Detroit
HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS
• "Chrysler 200" was the No. 2 search term Sunday on Google, beating out the Black Eyed Peas that performed during halftime;
• "Imported from Detroit" ad campaign is 2012 Grand Effie winner with over 16.3 million viewings have been recorded on YouTube;
• 3 years sales increase and has paid off government bailout 6 years early;
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Imported From Detroit
CONCLUSTION QUESTIONS
• "stories” are bigger than commercials, which helped the brand connect with the country.
• Once you have made a consumer connection, "grab it, own it, share it,”
• Brand can benefit tremendously from a strong identity that can exceed the qualifications of its products alone.
• Heritage glory over old stereotyped images as if the story of the past inexorably leads toward a bright future.
• Celebrity works
• I know you want to watch this, right ?
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Imported From Detroit
CONCLUSTION QUESTIONS
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Thank You !