Case Study

The document summarizes a 2008 marketing campaign for the Dodge Avenger aimed at African American consumers. It describes insights about the target demographic being 25-44 year olds, often with young children. The strategy positioned the Avenger as helping new parents become "superheroes" to fulfill responsibilities. Executions of the superhero concept aired on TV, print, websites and events. The campaign performed well, with over half of viewers recalling the ad and brand despite lower media spending than general market campaigns.