Chrysler. A strong first step out of bankruptcy.
As Chrysler emerged from Chapter 11, its new owners at Fiat were keen to move the spotlight away from weakness and towards the brand's strengths. There was also that small matter of a multi-billion dollar investment that had to start showing returns ASAP.
We collaborated with our friends at Fallon to focus on one of Chrysler's bright points - the much-awarded Town and Country minivan.
We recognized that the Town and Country has huge curb appeal for its key audience: kids.
This led to a commercial and a promotional offer - moving a DVD player from "option" to "standard."
Sales of the Chrysler Town & Country mini-van grew 33% year over year, one of only two Chrysler models to make gains that year.
What we did: