Chrysler Bows 'New Day' Campaign
Although there is an extreme amount of hype when it comes to the Super Bowl, Chrysler decided against purchasing a television spot for the big game day on February 3. We know that in reality they do have the revenue to be able to purchase something as big as an approximate $2.6 million, 30 second spot but why did they decide against it?
Chrysler had launched their "New Day" campaign today, February 3, by placing a visible Chrysler brand flag during the game. According to Deborah Meyer, vice president, CMO at Chrysler, "Our intent is to be very strategic with media and online initiatives by being where high volumes of people will go prior to, during or after major events to create a dialogue." The Super Bowl XLII is not the only event this year that these brand flags will be seen, but also; Super Tuesday, which is the Tuesday following the Super Bowl, the 50th running of Daytona 500, on February 17, and the Academy Awards, which will be held on February 24.
Another advertising gimmick they intend on is running an animated "umbrella spot" that is sponsoring twelve different vehicles; Chrysler Sebring, Dodge Caliber, Dodge Avenger and the Jeep Commander. Last, the company will also intends on an "exclusive" sponsorship of the new NBC Nightly News, on the web. The support from online companies list; AOL, Yahoo!, MSN and Google.
The amount of spent money was not disclosed, but either way I believe that this was not only a intelligent route but an interesting one. Chrysler decided to not go down the same road most companies do to introduce a new product or service, but might have spent around the same on their advertising. The one very good thing about this is that they didn't just purchase a 30 second spot, but the flags during these highlighted events will be shown throughout the whole show (which is more than an hour). Also, they purchased a few other advertising techniques that was beneficial to them because they gained variety.
posted by Kiri Luszczak @ 4:30 PM
4 Comments
4 Comments:
I totally agree with you that this was a smart move by Chrysler. They went the completely opposite route of bud light who, if I’m not mistaken set a record this year for advertising spending at the super bowl. On the same note, while I do remember some of bud lights ads I don’t think they did much to sway me to choose that over another beer the next time I choose to relax with a cold one. I think with the amount of money that some companies spent is totally foolish and if they had been a little bit more creative with it, could have gotten a lot more bang for their buck, like I’m sure Chrysler is going to. On another kind of different note, there is so much competition for a good commercial during the Super bowl that I bet a lot of the ads that were run won’t even be remembered.
Could not agree more with the poster or the commenter. If the quality (or lack thereof) of this year's Super Bowl ads showed us anything, it's that companies actually have to develop effective, logical ads rather than plop down millions of dollars and put their names on a spot. Chrysler's decision to forego advertising during the Super Bowl was smart, although very bold and somewhat of a risk. If this "plan of attack" turns out to be a huge success for the car manufacturer, I wonder if it will cause other companies to make the same decisions, which may cause all the hoopla surrounding Super Bowl commercials to die down a little bit. Next year, as I root on the Steelers in the Super Bowl, I hope to see fewer big-budget, big-production ads. That may just be wishful thinking, however. In all actuality, I'll probably have to endure 85 Bud Light ads and another horrendous LifeWater spot.
I have to disagree that this was not a good idea by Chrysler. Now I am not saying that an ad is the correct course of action, but the use of flags wasn't the best. True there was alot of coverage from cameras during the entire event but how many people will actually remember that. I can't say that the media plan that was discussed will be effective for Chrysler. I also don't think it is fair to compare a car ad to something like beer. Comparing an ad for a durable vs. perishable good on the superbowl is something different. When we say the ads in the superbowl were no good, it seems that they failed cause they didn't make us laugh. Compare that to the Hyundai ads where they slowly unveiled their car. Chrysler should have done something similar. Hyundai may have failed because of their reputation, but they atleast got the word out. I remember the Hyundai ads, not the Chrysler flags, and if it is your goal in a media plan to get your product out and interest people in it then I think Chrysler is going to have hard times ahead.
The brand "flag" discussed here was figurative, based on my reading of the original post. They meant that by using local, dealer-oriented spots in 55 markets, as opposed to national advertising, they had "colonized" a small piece of Super Bowl turf. That being the case, I think it's a smart move for people to think locally when national advertising just doesn't make sense, or is prohibitively expensive. This is a good example of a multinational company recognizing the value of the local markets. Great post and discussion!
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