1. DODGE CHALLENGER
KAPLAN THALER
Grayce Larson, Christina Lopez, Kristie Lee,
Kelly McCarthy, Connor McCloskey, and Cat McIlwraith
Unleash Your Inner Demon

2. WHY KAPLAN THALER?
1. We have had lots of experience creating success
ad campains for many different companies. Here are a
few examples:
2. We invest time into your brand and are eager to
listen to imput and feedback.
3. We love your car, and because of that, our goal is to
help you succeed as much as possible.
THESIS STATEMENT
With the car market expanding, it has
become harder to stand out amongst the
competition. As your advertising
consultants, we are dedicated to
creating unique and memorable
advertisements for the
Dodge Challenger.
2 3

3. THE CAMARO
OUR
COMPETITION
IN ORDER FOR US TO PROPERLY
ADVERTISE THE CHALLENGER, IT IS
IMPORTANT TO LOOK AT OUR
COMPETITION. THIS WILL HELP US TO
BETTER EXAMINE OUR STRENGTHS
AND WEAKNESSES.
• Parent Company: General Motors
• First Generation of the car (1967-1970)
•Was based on Chevy’s compact Nova
• Second Generation of the car (1970-1981)
• This new model was inspired by Ferrari
• Was also bigger, heavier and no
longer available as a convertible
• Third Generation (1982-1992)
• Fourth Generation (1993-2002)
• In this generation, the convertible
Camaro returned with the 1994 model
year
• Fifth Generation (2010-Present)
• The retro styling borrows from the 1969
Camaro
SINCE THE CHALLENGER IS
CONSIDERED A “MUSCLE CAR”, ITS
LARGEST COMPETITION INCLUDES
THE CHEVY CAMARO AND THE FORD
MUSTANG. BELOW IS AN IN-DEPTH
ANALYSIS OF BOTH CARS.
4 5

4. •Parent Company: Ford
• In 1962 Lee Iacocca, then General Manager of Ford Motor Company,
challenged his design team to create a car that could be driven "to the
country club on Friday night, to the drag strip on Saturday, and to church
on Sunday."
• April 17, 1964 first shown in World Fair at NY
• Went to sale that same day
• Priced at 2,368
• First generation, lasted until 1966
• Sold over a million units in first 18 months
• Second Generation: 1967-1968
• Bullitt era Mustang, wider longer, with bigger engines
• Third Generation: 1969-1970
• Grew in size and weight
• Fourth Generation: 1971-1973
• Fifth Generation 1974-1978
• Smaller, known as Mustang ll.
Outsold Generation 4
• Sixth Generation 1979-1993
• Fox bodied car introduced
• Seventh Generation 1994-1998
• Improved fox body, called the Cobra
• Eighth Generation 1999-2004
• Exterior made over, interior and shape the same.
• Fastest ever with new engine
• Ninth generation 2005-present
• Original proportions and design of the ‘67-‘69 Mustangs
THE MUSTANG PAST CAMARO ADS
PAST MUSTANG ADS
6 7

5. THE
CHALLENGER:
WHO WE ARE & WHAT WE DO
BEFORE WE CAN ADVERTISE THE
CHALLENGER AFFECTIVELY, WE MUST
KNOW AND UNDERSTAND
EVERYTHING ABOUT THE CAR. IN THE
NEXT FEW PAGES, WE WILL SHOW AN
IN-DEPTH ANALYSIS OF WHAT THE
CHALLENGER REALLY IS.
$146.9 B
FINANCIAL COMPARISONS
Chrysler
Ford
GM
2013 2012 2011 2010 2009
$72.0 B $65.8 B $55.0 B $41.9 B $17.7 B
(Jun-Dec)
$134.3 B $136.3 B $128.9 B $118.4 B
$155.4 B $ 152.4 B $150.3 B $ 135.6 B $104.6 B
Company
FINANCIAL PERFORMANCE:
MARKET SHARE:
Car Model
Dodge Challenger
Ford Mustang
Chevrolet Camaro
TOTAL:
51,462
77,186
80,567
209,215
24.6%
36.9%
38.5%
100%
Units Sold 2013 Market Share
8 9

6. PARENT COMPANY TIMELINE:
CHRYSLER IS FOUNDED BY
DETROIT INDUSTRIALIST
WALTER P. CHRYSLER
1925
CHRYSLER BUYS AUTOMAKER
DODGE BROS. AND INTRODUCES
THE PLYMOUTH & DESOTO LINES.
WALTER CHRYSLER IS ALSO
NAMED TIME’S MAN OF THE YEAR.
1928
1938-41
CHRYSLER ENJOYS FOUR
STRAIGHT YEARS AS THE
WORLD’S #2 AUTOMAKERS,
BEHIND GENERAL MOTORS.
CHRYSLER’S HISTORY
WITH AUTO PRODUCTION SHUT
DOWN FOR WORLD WAR II,
CHRYSLER PLANTS PRODUCE
SHERMAN TAKNS AND OTHER
MILITARY VEHICLES.
1942-45
1979-80
2008
WITH THE COMPANY
NEARING A FINANCIAL
COLLAPSE, PRESIDENT
BUSH AGREES TO LEND
CHRYSLER $4 BILLION.
CHRYSLER IS RESCUED FROM
BANKRUPTCY BY CONGRESS AND
PRESIDENT CARTER WHEN
CARTER SIGNS THE CHRYSLER
LOAN GUARANTEE ACT, WHICH
PROVIDED $1.5 BILLION IN LOAN
GUARANTEES.
10 11

7. THE FIRST CHALLENGER IS
SOLD. THE COMPETITION AT
THE TIME WAS THE FORD
MUSTANG AND THE
PLYMOUTH BARRACUDA
1971
THE CHALLENGER WENT OUT
OF PRODUCTION DUE TO
DROPPING SALES.
1974
THE CHALLENGER WAS
REVIVED BY THE JAPANESE.
1978-83
TIMELINE OF THE CAR THE CHALLENGER’S HISTORY
THE CURRENT GENERATION
OF THE CHALLENGER IS
CREATED
2008
THE CHALLENGER WILL
BE RELEASING THEIR NEW
DODGE CHALLENGER SRT
BARRACUDA
2015
12 13

8. SWOT ANALYSIS OF
THE CHALLENGER
GENERATIONS OF THE
CHALLENGER
FIRST...
SECOND...
THIRD...
• 4 hardtop models were sold
• Challenger Six, Challenger
V8, Challenger T/A (1970
only) and Challenger R/T
with a convertible versiion
available only in 1970 and
1971
• Revived in 1978 for a version of
the early Mitsubishi Galant
Lambda coupe
• Dodge emphasized its
sportiness when advertising
Debuted on Feb. 6, 2008, was listed
at $40,095
Models include:
2008: • Challenger 500 (only sold in
Canada)
• SE (base model)
• SXT (only sold in Canada)
2009: • E, R/T, SRT8, and the SXT in
Canada only
2011: • SE, R/T, SRT8, Challenger 392
2012-2013: • SXT, SXT Plus, R/T,
R/T Plus, R/T Classic, SRT8 Core, &
SRT8 392
1st
2nd
3rd
STRENGTHS WEAKNESSES
THREATSOPPORTUNITIES
• Classic American pony
and muscle car
• Dodge Challenger R/T is
the lowest priced V8 Coupe
in America
• Consistent growth in the
unit sales strengthens the
market position.
• Chrysler lost $690 million
for its first quarter on ex-
penses related to a debt
payment for Fiat.
• United Auto Workers
union healthcare
expenses has created
more debt for Chrysler.
• Presence in global auto-
motive market.
• Possible benefit from the
growth in demand for
hybrid vehicles.
• Chinese automotive
industry
• Tesla: It is the most fuel
efficient sports car.
• Increase in raw materials
& environmentally friendly
laws can potentially pose
threats to the Challenger.
14 15

9. ADVERTISMENTS
FROM
THE PAST
We belive that it is important to use past
advertisements as a resource and tool,
in order for us to understand this
company’s history better.
THE ‘70S
This advertisement shows a red Dodge
Challenger in an open grass field. It
apears that this ad was placed in a
magazine publication due to the heavy
text under the picture. The ad’s setting
has a rural mid-west style.
16 17
A red Dodge Challenger is shown in a
rural area on an empty, winding road.
Due to their target demographic, which
is mainly younger men, Dodge included
an attractive blonde sitting on the hood
of the car to help add sex appeal. Overall,
this ad incorporates its American routes
by boldly stating that the Challenger is
the only new 1970’s car.
The advertisement features a red Dodge
Challenger in the middle of a field in the
country. It apparent that dogde is attempting
to appeal to young, Midwestern American
men because they have included another
attractive sitting below the car. While this ad
features little text, the slogan is effective.

10. THE EARLY ‘80S 2008 - NOW
This print advertisement uses entertaining sayings to increase interest
in the car and give a funny undertone to the overall feel of the ad. By
showing the Challenger in action, Dodge is demonstrating why it should
be thought of as an adult toy. The advertisement seems more mature in-
stead of childish due to the calm colors being used and the serene back-
ground.
This advertisement was used to celebrate Dodge’s 100 year
anniversary. The focus of this ad is elders passing on their wisdom to
the next generation. Instead of sticking to the normal “Learn from your
mistakes” advice, the advice that is given is more along the lines of “Be
a Bad Boy”. This approach demonstrates that learning from your elders
is important, because they know that the Challenger is the best.
18 19
Dodge displays the Challenger in this
ad with a dark black gradience into grey.
There is an emphasis on the collabora-
tion of Chrysler and Japan’s Mitsubishi
motor company as they save Chrysler
from going under. During the 80’s there
was a major shift in smog regulations and
spikes in insurance premiums killing off
the stylish and fuel guzzling Challenger.
Dodge attempts to stay relevant in this
dark age, but struggles similarly to their
competitors.
Dodge re-introduces the their
Challenger with the help of
Mitsubishi. This print
advertisement focuses on the
technological advances from their
collaboration with the Japanese
auto industry. The green and red
lights in the dash board, highlighting
the sleek new look and innovative
design. This ad does a great job of
putting the viewer behind the wheel
and shifting their eyes to the horizon
of the body of the car.

11. SO, WHAT’S NEXT?
this is where we’ve been as a compa-
ny
insert picture of 1971 try to make
this on next page
OUR
PERSONAS
NOW THAT THE CHALLENGER’S HISTORY
IS ESTABLISHED, IT IS TIME TO EXPAIN
OUR ADVERTISING CAMPAIGN.
OUR ADVERTISING
CAMPAIGN
IN ORDER TO UNDERSTAND OUR TARGET
AUDIENCE BETTER, WE HAVE CREAT-
ED THREE PERSONAS THAT WE WILL BE
AIMING TO REACH IN OUR ADVERTISING
CAMPAIGN.
20 21

12. MEET COLE
WHO IS COLE JACKSON?
Age: 16
Gender: Male
Height: 6’1
Weight: 210 lbs
Annual Income: $5,000
Marital Status: Single
Educational Status: High School
Citizenship: US Citizen
Religion: Catholic
Political Party: Republican
- Lives in Raleigh, North
Carolina. Population of the city:
423,100.
- Attends South Mecklenburg
High School.
- Hopes to go to University of
North Carolina.
- Works as a lifeguard at the Ra-
leigh Country Club, where both
of his parents are members.
- Is an only child.
- Is considered a “jock”
amongst his peers.
- Watches MTV and Family Guy.
Cole is currently driving his mother’s old car. He recently celebrated his 16th
birthday. Coming from a wealthy family, Cole is expecting a new car
that is bold and makes him look as cool as he thinks he is.22 23

13. MEET HARVEY WHO IS HARVEY SMITH?
Age: 25
Gender: Male
Height: 5’10
Weight: 160 lbs
Annual Income: $62,000
Marital Status: Single
Educational Status: Bachelor’s
Degree in Business from the
University of Colorado, Boulder.
Citizenship: US Citizen
Religion: Jewish
Political Party: Democrat
Occupation: Insurance Broker
- Lives in Denver, Colora-
do, with a city population of
650,000.
- Was named “Class Brain” in
high school.
- Comes from a middle class
family.
- Is the youngest of three
children.
- Enjoys watching The Daily
Show with Jon Stewart and
Sherlock .
All of his life, Harvey has lived by the rules. Sometimes, he feels like his life is
too basic. Now that he is out of college and has a full-time job, Harvey wants
to treat himself to a new car. To make his life more interesting, he is
looking into buying a muscle car.24 25

14. MEET DON WHO IS DON MASON?
Age: 47
Gender: Male
Height: 5’9
Weight: 160 lbs
Annual Income: $71,190
Marital Status: Divorced Single
Educational Status: Bachelor’s
Degree in Finance from
University of Texas.
Citizenship: US Citizen
Religion: Agnostic
Political Party: Republican
Occupation: Stockbroker
- Lives in Dallas, Texas in a two
bedroom apartment, with a city
Population of 1,241,162.
- Spends his weekends with his
17 year-old daughter or
watching a Dallas Cowboys
game with his college buddies.
- His father owned a Challenger
when he was younger.
- Listens to country radio.
- Enjoys watching The Amazing
Race.
Some would describe Don as going through a midlife crisis. Due to this, he
wants to get back his younger days. Growing up, Don’s father owned a Dodge
Challenger, which is why he is looking into buying one for himself.26 27

15. OUR CREATIVE BRIEF WILL EXPLAIN THE
SPECIFIC ELEMENTS AND STRATEGIES
OUR ADVERTISING CAMPAIGN WILL
CONSIST OF.
CREATIVE BRIEF:
OUR OBJECTIVES:
1. Raise our market share by 6%.
- By raising it 6%, we would have 30%
of the market, which is almost a third of
the consumers.
- With good advertising, we believe that
this number is reachable.
2. Making people aware of the power behind
the Challenger
- Advertise the Challenger that would at-
tract our personas.
- Differentiate the car from its compeitors.
- Men, ages 18-49.
- These men are striving to stand out,
because they are “common” or
“ordinary” people.
- Seeking the American dream; have a
loyalty to american cars.
OUR TARGET AUDIENCE:
28 29

16. Our tagline for this campaign is “Unleash Your Inner
Demon”. With that, we hope to create a feeling of re-
belling against comformity and, at the end of the day,
making the driver feel as though they are a badass
when they are behind the wheel of a Dodge
Challenger. With that being said, below are a list of
ideas and design elements that we plan on using in
order to create the tone of unleashing your inner
demon.
- Create the feeling of being an “American Rebel”.
- Possible advertisement idea: “Redefining the
American Dream with the Dodge Challenger”.
- Create the feeling of becoming a “Successful
Badass” when you drive the Challenger.
- Another idea: “You’re proud of what you do. Be
proud of what you drive.”
- Stick with greys, blacks and reds for colors.
- Make the car come across as bold and unique.
THE TONE OF OUR ADS:
OUR
ADVERTISEMENTS
NOW THAT OUR CAMPAIGN OBJECTIVES
HAVE BEEN ESTABLISHED THROUGH OUR
CREATIVE BRIEF, WE WILL NOW EXAMINE
THE ADVERTISEMENTS WE HAVE CREATED.
30 31

17. ADVERTISEMENT #1: THE SUMMER AD
32 33
The Advertisement is kick starting the
campaign for the summer. It also could be
used with summer promotions. The
advertisement will be placed on billboards
such as the 5 Freeway in LA, and the John
Belk Freeway W. in North Carolina. It will
also be placed on the side of a building “on
the mall” by 16th Street Mall in Denver,
Colorado.

18. ADVERTISEMENT #2: THE HALLOWEEN AD
34 35
This advertisement shows the Dodge
Challenger's darker side. For our Hal-
loween advertisement, we chose to put
an all black 2014 Dodge Challenger in
the middle of a haunted animated forest.
For this fun advertisement we purposely
chose to use blood red horror font say-
ing, " there is a new demon in town."
This slogan compliments our advertise-
ment theme, "Unleash Your
Inner Demon."

19. ADVERTISEMENT #3: THE CHRISTMAS AD
36 37
This advertisement is to promote a
holiday lease offer. If you lease a new
2014 Dodge Challenger, then you can
upgrade and lease the new 2015 Dodge
Challenger for the same price. If this ad
runs we hope to have a snowy back-
ground and also use a red Challenger
with a black bow in order to fit our big
idea of releasing the inner demon better.
This will be the last seasonal advertise-
ment. Any other ads will either be our
“Year-Round” ad or the “Horns” ad.

20. ADVERTISEMENT #4: THE YEAR-ROUND AD
38 39
For this advertisement, we hoped to
capture the timeless magic that the
Dodge Challenger offers. To
properly accomplish our message, we
got a black and white picture to give
this advertisement its throwback look
and feel. We purposely chose red font
to match the main color of Dodge's
logo. This straight to the point
advertisement speak volumes to the
Dodge Challenger's endless legacy as a
true, American, rebels car.

21. ADVERTISEMENT #5: THE “HORNS” AD
40 41
#UnleashYourInnerDemon
Dodge Challenger
Unleash your Inner Demon with the Dodge
Challenger. This print advertisement highlights
the muscle car's bold and intimidating face.
The bright red lights illuminate the monster
inside of the engine that is trying to emerge
from the car. The red lights will cast a light trail
creating the horns, which plays off the Dodge
Ram brand logo, ending in a devil horn form.
The devil horn finish promotes the unleashed
demon idea. This ad will be an all year round
ad used for multiple mediums. This ad
highlights the campaign's Big Idea of
#UnleashYourInnerDemon with the soul
captivating eyes. The red headlights evoke the
demon within our consumer to drive on the
wild side of the road. The ad would ideal be
over a black backdrop to compliment the dark
side tone throughout the campaign.

22. COMMERCIAL ADVERTISEMENT
42 43
Set at night in the LA canal in
1969. Two teenagers standing
next to the first model of the
Challenger. Friends are waiting
to see the guy unleash the power
behind this new car. An attrac-
tive girl is standing by waiting to
watch, she gives the guy a kiss
on the cheek, blushes.
The car starts speeding down the
canal, splashing through
puddles, the car changes to the
1978 model
The car goes through a tunnel.
The engine roaring echoes
through the tunnel, sounds like
a demon growl.
When the car emerges from the
tunnel, it is the new, revamped 2008
model. A new take on a classic
muscle car. The new LED lights
illuminate the road ahead.
Car speeds past the camera, it
tracks the car down the canal,
lights showing the endless road
ahead.
Car drifts to a sudden stop in
front of the camera, it is the 2015
model. The dodge logo pops up
at the end with the tagline "Un-
leash your Inner Demon."
1
2
3
4
5
6

23. CAMPAIGN
EXECUTION
NOW THAT OUR ADVERTISEMENTS HAVE
BEEN CREATED, IT IS TIME TO LOOK AT
HOW WE PLAN ON EXECUTING THE
OVERALL ADVERTISEMENT CAMPAIGN.
AD PLACEMENT
As seen above, we have already created specific places where we
believe each of the above advertisments should be located. However,
we understand that the client has the say as to where the advertise-
ments should be placed. So, we decided to create advertisements
that are versatile and could be placed in any medium. Below is a brief
description of where we believe any of these advertisements could be
placed to reach our target audience.
Magazines
- Time
- People
- ESPN
- Game Informer
- Motor Trend
Newspapers
- NY Times
- LA Times
- Washington Post
- Chicago Tribune
- Dallas Morning News
Billboards
- LA on the I-5 Freeway: where the I-5 and and the I-10 meet
- Charlotte, North Carolina: on John Belk Freeway West, by the Bank
of America Stadium
- Denver, Colorado: on the side of a building “on the mall” by 16th
Street Mall
- Atlanta, Georgia: on the side of a building on the 75 Freeway, by
North Ave NE
- Chicago, Illinois: West Addison Street and North Sheffield Ave, by
Wringly Stadium44 45

24. POSSIBLE
PARTNERSHIPS
Since our campaign is about “unleashing your inner
demon”, we decided that a good company to partner
up with is the energy drink, Monster. We chose this
company because we believe that our target audi-
ence, specifically Cole Jackson, would be interested
in drinking a Monster. Furthermore, since we want to
promote living life in the “fast lane,” we thought that
partnering up with an energy drink that is all about
an energy pick-me-up was the perfect partnership.
Specifically, we thought that having a conversation
over Twitter with Monster would help to further pro-
mote the partnership.
46 47

25. SOCIAL MEDIA IS OUR FRIEND
In order to fufill our objectives, we want to use social media as a
tool. We believe that using social media can boost our sales as
well as overall awareness of the Dodge Challenger. Below are a
few sample Tweets that we could possibly use during this
campaign.
SAMPLE TWEETS
48 49

26. WE APPRECIATE YOUR TIME AND
CONSIDERATION REGARDING OUR
ADVERTISING CAMPAIGN. WE ARE
EAGER TO LISTEN TO ANY AND ALL
FEEDBACK. WE HOPE TO WORK WITH
YOU AND THE DODGE CHALLENGER
IN THE FUTURE. IF YOU HAVE ANY
FURTHER QUESTIONS ABOUT OUR
CAMPAIGN, PLEASE EMAIL US AT
KAPLANTHALERTEAM@GMAIL.COM
THANK YOU REFERENCES
50 51
1.
http://www.topgear.com/uk/photos/A-brief-history-of-the-Ford-Mustang-2013-12-04
i. A Brief History of the Ford Mustang
ii. BBC Worldwide Ltd.
iii. BBC Worldwide
iv. December 5, 2013
v. This source was a helpful insight into the competitors history. It went through all of Ford
Mustang’s generations.
2.
http://www.edmunds.com/dodge/challenger/history.html
i. Dodge Challenger History
ii. Edmunds.com
iii. Edmunds
iv. no date listed
v. This source helped to give us a detailed history of the Challenger, from it’s introduction in
the 1970’s to current models.
3.
i. Chrysler : the life and times of an automotive genius / Vincent Curcio.
ii. New York : Oxford University Press, c2000.
iii. Curcio, Vincent
iv. 2000
v. This source gave us more in depth insight into the history of Chrysler.
4.
i. The Wall Street Journal
ii. Dow Jones & Company
iii. Christina Rogers
iv. May 12, 2014
v. This article helped better understand where Chrysler Company is today in the economy to
best describe the SWOT analysis.

27. 5.
i. The Wall Street Journal
ii. Dow jones & Company
iii. Joseph B. White
iv. April 24, 2014
v. This article helped better understand where Chrysler Company is today in the economy to
best describe the SWOT analysis.
6.
http://www.musclecarclub.com/musclecars/dodge-challenger/dodge-challenger-history.shtml
i. Dodge Challenger History
ii. Muscle Car Club
iii. Not available
iv. Not available
v. This article gave us detailed history about the makes and models of the Dodge Challenger
in the 1970’s.
7.
http://www.edmunds.com/chevrolet/camaro/history.html
i. Chevrolet Camaro History
ii. Edmunds.com
iii. Edmunds
iv. No date listed
v. This source was a helpful insight into the competitors history. It had a detailed listing of all
of
the Chevrolet Camaro generations.
8
i. Dodge Challenger & Plymouth barracuda
ii. Motor Books
iii.David newhardt
iv. September 18, 2000
v. This helped with the main history notes and background about the pony car and Dodge's
response with the Barracuda and Challenger.
REFERENCES
9.
“Earnings Releases - Quarterly Reports & Financial Releases | GM.com.”
Publisher: GM
Author: GM
Date Published: April 2014
This website was used to find GM’s financial earnings and to figure out how many
Cameros were sold.
10.
Chrysler Group LLC Reports Audited Financial Results for the Period From June 10,2009 to
December 10, 2009
Publisher: Chrysler Group
Author: Chrysler Group
Published: January 2010
We used this website to get the financial results for Chrysler for 2009.
11.
GM and Ford
Publisher: Market Watch
Author: Market Watch
Date Published: Continuously updated
We used this website to double check the financial earnings of each car company (GM and
Ford).
12.
“Financial Reports and SEC Filings.”
Publisher: Ford
Author: Ford
Date Published: Jan 2013
This website was used to find Ford’s financial information.
13.
Financial Results
Publisher: Chrysler
Author: Chrysler
Date Published: May 2014
This website was used to find Chrysler’s financial information.
REFERENCES
52 53