Additional Information


Content

Chrysler re-launches with £10m Super Bowl campaign

Car brand Chrysler is kicking off a £10m campaign to re-launch the brand in the UK, starting with a TV ad breaking during this weekend's Super Bowl.

Share this article

The campaign, by integrated agency DCH, will be based around the strapline "Different is what we do", to focus on the brand's "grittier, urban, no-nonsense" reputation.

It follows a decision made three-years ago by parent company Fiat to phase Chrysler out of the European market, with the intention of making Jeep the company's only remaining global marque.

In an effort to re-connect with UK car-buyers, Chrysler will focus the activity around its Grand Voyage, 300C, C-class Delta and B-class Ypsilon models.

A collection of three TV ads will be supported with print, outdoor, digital, direct marketing and eCRM activity. The TV clip itself begins with a 300C model driving through Detroit, with scenes of car mechanics working in their overalls.

The car then emerges from a tunnel in London, and is joined by the rest of the rest of the Chrysler range.

Nigel Land, brand director at Jeep Chrysler, said: "These are exciting times for Chrysler, which has seen great success for the brand in the States, and established itself as a main competitor in the UK mass car market."

Chrysler is also sponsoring the NFL's UK screening of this weekend's Super Bowl at The O2.

This article was first published on marketingmagazine.co.uk

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

RETAIL THERAPY External website

by Jonathan Staines, 22/10/2014

 

Sky hi-fi External website

by Greg Taylor, 22/10/2014

 

We need new news External website

by Grace Regan, 22/10/2014

 

5 tips for a cross-device Christmas External website

by Nimeshh Patel, 22/10/2014

 

Back to top ^