The unique technologies, gutsy performance and bold styling that are helping the all-new 2008 Dodge Avenger shoulder its way into the mid-size car market are the linchpins of the marketing campaign kicking off this weekend for the Dodge brand’s newest car.
"Tuned Up," for example — a 30-second TV spot that debuts Sunday, March 4 during NHL hockey on NBC — illustrates the fun that’s available from Avenger’s 3.5-liter V-6 engine and six-speed Auto Stick transmission. Reinforcing the message that the 2008 Dodge Avenger is a high quality sedan that is a blast to own and drive, are new print ads, a second general market TV spot, multicultural TV and print ads, lifestyle and experiential events, gaming integration, interactive marketing, promotions and sweepstakes.
"Our strategy is focused on appealing to import-inclined and multicultural consumers who are younger and more affluent than the segment," said Mark Spencer, Senior Manager – Dodge Marketing and Global Communications. "While the mid-size car segment tends to skew more female, the 2008 Dodge Avenger will be targeted toward a healthy balance of 30-somethings, and professional men and women who are outgoing, confident and independent. These people are heavy Internet users, so we’ve developed a robust Dodge Avenger Web site that will entertain and inform them."
"Dodge Avenger — with its bold, aggressive styling, innovative interior features, high levels of safety and reliability, great performance and handling, excellent fuel economy and affordable price — has along list of selling points that will impress consumers," said Tom Loveless, Director – Dodge Marketing and Global Communications. "Avenger is also important because it continues the brand’s product offensive, which included the Dodge Caliber and the Dodge Nitro. The Dodge brand product portfolio has never been stronger."
Male targeted media placements for the Dodge Avenger will focus on sports, men’s interest and active lifestyles, while female targeted placements were chosen to attract today’s fashionistas. Connectivity platforms in key areas of music, social networking and fitness will be leveraged to bridge the gender split and appeal to both young men and women.