1. Case Study: 2008 Dodge Avenger
Marketing Launch
Launch Date: Spring 2007
Media used: Television, Print,
Internet, Events etc.
Challenge
• Launch the new 2008 Dodge Avenger in the African American Consumer Market by emotionally
connecting with AA new mid-size car prospects.
Insights
• A large concentration of African American buyers who purchase mid-size vehicles tended to be
between the ages of 25-44 yrs., 55% male and with young children living in the household.
• They are beginning a new phase in their lives. Most are now officially done with college and are
now jumping in head first into the 2nd phase of their life. This 2nd phase is filled with more
responsibilities such as marriage and children.
Source: MRI Doublebase 2007, Chrysler Avenger Multicultural Positioning Research
Strategy
• “SUPERHERO” Recognizing these consumers were at the 2nd phase of their lives and now
becoming responsible but still hip parents, highlighted was a common theme that many African
Americans believe; the most needed heroic role model is a good father. And every hero needs a
great way to get around.
• Produced TV, print, internet, and event executions to truly drive home the superhero concept. It
ran on network and syndicated TV, national publications, popular websites and events.
Results
• Although airing at a much smaller media weight, “superhero” performed extremely similar to
general market executions that aired at significantly larger volumes.
• Over half the viewers of the television ad could recall the ad after viewing it, and most could recall
the brand of the product as well.
