Monday, April 14, 2008

Chrysler fields 'dream' ads

DETROIT — Chrysler LLC launches a corporate advertising campaign today that aims to win over buyers who have dropped the automaker from their shopping lists.

The campaign's tag line: "If you can dream it, we can build it."

Deborah Meyer, Chrysler's chief marketing officer, said the company seeks "to re-engage customers." She declined to disclose the cost of the campaign.

"We've had a lot of focus on the individual brands," Meyer said at a press event last week. "But it is important to establish a halo level that will allow us to communicate what is happening with the company as a whole — what are we investing in, where is technology going."

The ad campaign will invoke themes of quality, safety, technology, connectivity and environmental responsibility, Meyer said.

A TV commercial called "Assembly Road" starts airing today. It shows a vehicle that begins as a chassis rolling out of a factory. Along the way, people add components. The spot will run during network and cable broadcasts of National Hockey League and National Basketball Association games, as well as other programs.

The campaign's print component will target "community influencers," Meyer said. Ads will appear in such publications as The Wall Street Journal, BusinessWeek, Forbes and Fortune.

The corporate ad campaign will support Dodge, Chrysler and Jeep brand ads, Meyer said. A campaign for the new Dodge Journey crossover launched last week includes Dodge's largest outlay for digital advertising.

No comments: