Chrysler launched "New Day Celebration" campaign
Chrysler announced today that the company will launch the New Day Celebration campaign that includes a new animated cross brand spot, titled "Listen to You". The spot will highlight 12 vehicles and will be launched at the Super Bowl on Sun., Feb. 3.
The campaign theme is based on the new Chrysler LLC direction as a company that listens to its customers and is committed to moving fast and responding to customer and dealer feedback. The eight retail-oriented product specific spots will highlight 12 specific vehicle value packages that are available starting in February for the New Day Celebration promotion.
The 12 vehicles are: Chrysler Aspen Limited, Chrysler PT Cruiser LX Street Cruiser, Chrysler 300 Signature Series, Sebring sedan, Sebring Convertible, Chrysler Town & Country Touring Signature Series, Dodge Charger SE, Dodge Grand Caravan SE, Dodge Caliber SE, Dodge Avenger, Jeep Grand Cherokee and Jeep Commander.
Press release after the jump.
Setting a new tone for the company, Chrysler LLC launches the New Day Celebration campaign that includes a new animated cross brand spot, titled “Listen to You,” eight product-specific dealer spots that highlight 12 vehicles. The advertising breaks regionally in 55 markets as part of Dealer Advertising Association (DAA) local buys around the Super Bowl on Sun., Feb. 3.
Overall, the campaign theme is based on the new Chrysler LLC direction as a company that listens to its customers and is committed to moving fast and responding to customer and dealer feedback. The eight retail-oriented product specific spots will highlight 12 specific vehicle value packages that are available starting in February for the New Day Celebration promotion.
The animated “Listen to You” cross brand spot features a young boy creating his own automotive company by listening to what people want. The spot closes with “It’s A New Day” and www.ChryslerListens.com. The overall theme of listening and giving customers more value is seen in the eight vehicle spots including the three spots (Chrysler 300 spot titled “Post It,” Dodge Charger spot title “Engine” and the Jeep® Grand Cherokee and Commander spot called “Blindfold”) which air Feb. 3.
“We’re moving fast to earn the trust of dealers and customers and prove that we are listening,” said Deborah Meyer, Vice President and Chief Marketing Officer. “In the first 60 days after Chrysler became private, we approved 260 line item improvements to our products.”
The overall media strategy for New Day Celebration focuses on four “breakthrough” February events including the Super Bowl, Daytona 500, Super Tuesday and the Academy Awards with national or locally purchased media either prior to the event, event programming or post event, as well as online advertising on AOL, Yahoo!, MSN & Google.
“Our intent is to be very strategic with media and online initiatives by being where high volumes of people will go prior to, during or after major events to create a dialogue,” said Meyer. “We have a great story to tell, about a company that is dedicated to putting the customer first and to improving the quality of everything we touch.”
Examples of Super Tuesday media include NBC’s Meet the Press hosted by Tim Russert, Nightly News special half-hour program, exclusive sponsorship of new Nightly News Online for the entire month of February and MSNBC’s “Morning Joe on the Road” featuring Joe Scarborough, former Florida congressman, and local news programming emphasizing the 22 states that contain February primaries.
The New Day Celebration is the first initiative to show Chrysler LLC is listening and placing customers first with new product features and the industry’s first online Customer Advisory Board, which will launch within the next couple of months. Details about the New Day Celebration product features can be found on ChryslerListens.com, Chrysler.com, Jeep.com and Dodge.com home and vehicle pages.
“With all of the changes, we have the opportunity to really get back in step with the American public,” said Meyer. “Our task is to challenge old perceptions and build a new image that is strong and relevant to today’s consumers – and prove that it really is a New Day for Chrysler.”
The following New Day Celebration vehicle packages give customers more content at a tremendous value on 12 Chrysler, Jeep and Dodge vehicles starting February 1.