VCU Adcenter/Chrysler Presentation at the Innovation Challenge, 2006
Rodrigo De Lima
78 Million People
18 Year Age Range
$50K - $120K Average Income Range
We are neither the folk with one foot in the
grave, nor do we have a desperate death grip
on youth. What Madison Avenue has failed to
realize is that we have transcended past that
and are now pushing ourselves towards a life
of purpose, self-improvement, and spiritual
growth. In other words, we are Individuals.
Create an emotional connection between
Baby Boomers and the Chrysler brand.
It!s hard to believe that you can reach all the
Baby Boomers with a single message.
And have that message be powerful enough
to affect them all.
The only message that can reach them all
Individuality is tricky.
You can!t just say it or show it,
You have to embody it.
Position each car independently to
connect with different segments of the
Chrysler is the brand that
Chrysler cars are very unique. Not only from other brands, but
even from each other.
Each Chrysler car represents different values and has a different
There is potential for Chrysler to bring out each of these
personalities in its positioning, thus increasing emotional
connections to the car/brand.
While most auto manufacturers tend to place emphasis on the
brand as a whole, Chrysler has the opportunity to stand apart
from the competition.
Put the personality of the cars ahead of the brand!s.
Tailor each car to represent different values.
This way Chrysler can target different values with different
positioning without contradicting itself.
These people carry themselves with a
sense of quiet conﬁdence that is inspired
by an incredible personal history of
Values: Tradition, knowledge, strength.
Embodies power and presence
These people approach life with a solid
plan for success and rarely stray from it.
Values: Stability, predictability, success.
These people are youthful and
expressive; they see the world as their
Values: Open-mindedness, enthusiasm.
It demands attention
Surrounded by family and community,
these people put the needs of others
before their own.
Values: Indulgence, protectiveness.
Town and Country
It shows that you have others in mind
These people are driven by dreams of
Values: Achievement and optimism
The approachable luxury car
The pursuit of self-sufﬁciency takes this
group of people in many directions.
Values: Flexibility, discipline,
It does a little bit of everything
Individuality must be expressed at
Help with arthritis and back pain
UV protective ﬁlm
On location pick-up
Product-centric customer service
Floor plan re-organization
Unique Ambiance for each car
Keychains personalized to the car/individual
Car booklets tailored to the personality of the cars
Post-purchase communications through
Each car has a unique social cause
PT Cruiser – Boys & Girls Club
Aspen – Operation Home Front
Chrysler cars compete to guest star in the Chrysler Film Project ﬁlm.
Have each car!s clubs campaign by offering incentives if they win.
Owners of the car that wins could request free tickets to the movie.
These people have the most resources
of all the segments, but they are only
inspired by products that step up to their
cultured and reﬁned tastes.
Values: Sophistication, intelligence.
! By creating positioning based on unique
values of consumers, we aim at creating an
! Going beyond mere sales ﬁgures and guerilla
marketing strategies, in order to create a
feeling of camaraderie between the company
and consumers through car clubs.
! Getting consumers involved in a bigger cause
– social responsibility, and a feeling of
! Global Economy that will affect high interest
rates and depreciation of the dollar
! Increase in gas prices directly affect the sales
! Cannibalization from other Diamler-Chrysler
! Estimating production schedule.