Super Bowl Commercial 2011-Chrysler
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Chrysler superbowl marketing campaign 2011 conclusion
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Super Bowl Commercial 2011-Chrysler
- 3. HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS • Founded by Walter Chrysler (1875–1940) on June 6, 1925; • Familiar with innovational technology applying on automobile; • Focus on producing large vehicles such as SUV’s, trucks, and sedans; • Product include SRT, RAM, Dodge, Jeep, Plymouth Desoto and Chrysler; • In the 1970’s and 90’s, failed to meet the demand for market, drop in sales; • Between 1998-2007, merged with Daimler-Benz(DB), but end with devoice; • In 2008 Chrysler went to bankruptcy and saved from the US government; • On January 2014, integrated by Italian Fiat , become Fiat Chrysler Automobiles;
- 4. HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS • Media mess in public • Economic crisis hit sales since 2007 • Taken over by government & Fiat • Germany and Japanese Competitors
- 5. HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS “Imported From Detroit” - 2011 -Mission Promote Chrysler’s products increasing U.S. market share -Objective Wake up the awareness of Detroit culture and connect with Chrysler -Value Enhance the American emotion by their motors for the American pride~!
- 6. HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS 2. Detroit car, new Chrysler 200 1. Detroit superstar, Eminem 3. Detroit image, root 4. Super Bowl period
- 7. HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS • Attitude - serious but proud, unlike other humor commercials; • Agenda- 5 years Campaign with same tagline and expanding its use; • Media- TV, YouTube, Facebook, Twitter, Google+, Printerest; • Event- funneled to Detroit-area charities, Habitats, foundation; • Accessory sales- T-shirt, hat, journal, pen with slogan “Imported ”
- 8. HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS • "Chrysler 200" was the No. 2 search term Sunday on Google, beating out the Black Eyed Peas that performed during halftime; • "Imported from Detroit" ad campaign is 2012 Grand Effie winner with over 16.3 million viewings have been recorded on YouTube; • 3 years sales increase and has paid off government bailout 6 years early;
- 9. CONCLUSTION QUESTIONS • "stories” are bigger than commercials, which helped the brand connect with the country. • Once you have made a consumer connection, "grab it, own it, share it,” • Brand can benefit tremendously from a strong identity that can exceed the qualifications of its products alone. • Heritage glory over old stereotyped images as if the story of the past inexorably leads toward a bright future. • Celebrity works • I know you want to watch this, right ?
- 11. Thank You !
Editor's Notes
- Chrome text with reflection(Advanced)To reproduce the text effects on this slide, do the following:On the Home tab, in theSlides group, click Layout, and then click Blank.On the Insert tab, in the Text group, click Text Box, and then on the slide, drag to draw the text box.Enter text in the text box, select the text, and then on the Home tab, in the Font group, select Corbel from the Font list, select 60 from the Font Size list, and then click Bold.On the Home tab, in the Paragraph group, click Center to center the text in the text box.On the Home tab, in the Font group, click Character Spacing, and then click More Spacing. In the Font dialog box, on the Character Spacingtab, in the Spacing list, select Expanded. In the By box, enter 2.Under Drawing Tools, on the Format tab, in the WordArt Styles group, click the arrow next toText Fill, point to Gradient, and then click More Gradients.In the Format Text Effects dialog box, click Text Fill in the left pane, selectGradient fill in the right pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then clickLinear Down (first row, second option from the left). In the Angle box, enter 90°.Under Gradient stops, click Add gradient stops or Remove gradient stops until five stops appear in the sliderAlso under Gradient stops, customize the gradient stops that you added as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%. Click the button next to Color, click More Colors, and then in the Colors dialog box, on the Custom tab, enter values for Red: 55, Green: 146, and Blue: 170.Select the next stop in the slider, and then do the following:In the Position box, enter 50%.Click the button next to Color, click More Colors, and then in the Colors dialog box, on the Custom tab, enter values for Red: 223, Green: 240, Blue: 245.Select the next stop in the slider, and then do the following:In the Position box, enter 56%.Click the button next to Color, click More Colors, and then in the Colors dialog box, on the Custom tab, enter values for Red: 67, Green: 74, Blue: 90.Select the next stop in the slider, and then do the following:In the Position box, enter 60%. Click the button next to Color, click More Colors, and then in the Colors dialog box, on the Custom tab, enter values for Red: 185, Green: 171, Blue: 147.Select the last stop in the slider, and then do the following:In the Position box, enter 90%. Click the button next to Color, and then under Theme Colorsclick White, Background 1 (first row, first option from the left). Select the text on the slide, and then under Drawing Tools, on the Format tab, in the WordArt Styles group, click Text Effects, and then do the following:Point to Reflection, and then under Reflection Variations, click Half Reflection, touching (first row, second option from the left).Point to Bevel, and then under Bevel, click Cool Slant (first row, fourth option from the left).Under Drawing Tools, on the Format tab, in the bottom right corner of the WordArt Styles group, click the Format Text Effects dialog box launcher. In the Format Text Effects dialog box, click 3-D Format in the left pane, and then do the following in the right pane:Under Bevel, next to Top, in the Width box, enter 4 pt,and in the Height box, enter 0.8 pt.Under Surface, click the button next to Material, and then under Standard, click Metal (fourth option from the left). In the Angle box, enter 80°.To reproduce the background on this slide, do the following:Right-click the slide background area, and then clickFormat Background.In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the right pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then clickLinear Down (first row, second option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear in the slider.Also under Gradient stops, customize the gradient stops that you added as follows:Select the first stop in the slider, and then do the following:In the Position box, enter72%.Click the button next to Color, and then under Theme Colorsclick Black, Text 1, Lighter 5% (sixth row, second option from the left).Select the last stop in the slider, and then do the following:In the Positionbox, enter100%.Click the button next to Color, and then under Theme Colorsclick White, Background 1, Darker 35% (fifth row, first option from the left).
- Star: ellicfocus on "quality, technology, fuel economy and style.”
- Unlike the many Super Bowl commercials that used slapstick humor or fancy animation, Chrysler's two-minute ad showed real scenes from the Detroit area, revealing the city as gritty but proud.Boys and Girls Clubs of Southeast Michigan, Habitat for Humanity Detroit and the Marshall Mathers Foundation.