Marketing Campaign for the All-New 2007 Chrysler Sebring Will Use a Comprehensive Range of Media Platforms to Reach Customers in the Highly Competitive Mid-Size Car Market
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Marketing Campaign for the All-New 2007 Chrysler Sebring Will Use a Comprehensive Range of Media Platforms to Reach Customers in the Highly Competitive Mid-Size Car Market
AUBURN HILLS, Mich., Oct. 30 // -- "Wind Tunnel," a 30-second television spot that debuts Nov. 1 on network and cable TV, signals the launch of a comprehensive multi-media marketing campaign for the all-new 2007 Chrysler Sebring unveiled today by Chrysler Group marketing executives.
"The large and very competitive U.S. mid-size sedan market presents us with a great opportunity to showcase the 2007 Chrysler Sebring," said David Rooney, Director - Chrysler Marketing and Global Communications. "We're taking this all-new car into an environment where traditional TV and print ads are not enough to reach our target audiences because their media consumption habits are highly diverse. So the marketing campaign for the 2007 Chrysler Sebring will use multiple tools in a very focused and dynamic way. In so doing, we're going to educate discerning customers about this great vehicle so that the all-new Chrysler Sebring earns top-of-mind consideration among consumers."
In addition to four print ads, plus "Wind Tunnel" and a second TV spot due later in November, the marketing campaign for the new Chrysler Sebring includes:
o Internet placements, including search and home page roadblocks
o podcasting
o Internet games
o e-direct campaign
o 125,000 interactive CDs mailed to hand-raisers
o product integration on cable TV programs
o tie-ins with the Time magazine Person of the Year and People magazine's
"Sexiest Man Alive" issues
o consumer events
o direct mail
o sweepstakes and promotions
o advertising targeted at African American, Asian and Hispanic consumers
"Wind Tunnel" highlights some of the interior features of the 2007 Chrysler Sebring. An engineer watches from his control booth as the all-new Chrysler Sebring is tested in a wind tunnel facility. When he leaves the room to get a cup of coffee, a stream of smoke racing over the car decides to take a closer look at Sebring's interior. The voice-over explains the MyGIG(TM) Infotainment System, the heated and cooled cup holder and the refined leather- trimmed interior as the smoke passes over each one. The smoke exits the vehicle and returns to its normal duties just as the engineer returns to the control booth.
"Wind Tunnel" will launch on "The Nine" (ABC), "20 Good Years" and "Biggest Loser" (both on NBC) and late-night talk show programs on NBC and CBS. After Nov. 1, the TV spot will run on such prime-time programs on ABC as "Desperate Housewives," "Lost," "Grey's Anatomy," and "Boston Legal;" on such NBC programs as "Law & Order: SVU," "Medium," and "My Name is Earl;" and CW programs, including "The Game," "Everybody Hates Chris," and "Girlfriends." Additional programming includes NFL and college football, golf and the NBA. Cable TV networks also will play a key role, with Chrysler Sebring spots running on Food Network, HGTV, Fine Living, DIY, USA, BET, National Geographic, Animal Planet and more.
Chrysler Sebring print ads will emphasize the vehicle's eye-catching design, while the copy will focus on the brains behind the good looks: the available 2.4-liter World Engine that offers 24 city/32 highway mpg, traction control, heated leather seats, the heated and cooled cup holder, and MyGIG, the voice-activated Multimedia Infotainment System featuring a 20 GB hard drive and GPS Navigation System, among other features. The ads will appear in sports books like Sports Illustrated, Golf for Women and Tennis; in business magazines such as Time and Newsweek; in lifestyle publications, including Ladies' Home Journal, Better Homes and Gardens, Vogue Living, Redbook and In Style; automotive buff books including Motor Trend, Car & Driver, Automobile and Road & Track; as well as USA Today, Wall Street Journal and other national newspapers.
Product integration in cable TV programming tied to sponsorships will play an important role in marketing the 2007 Chrysler Sebring. The new sedan will be the highlighted vehicle during such programs as "Movie Night" on Oxygen, "TBS Movie Extra Spotlight" on TBS, and "Character Road Trip" on the USA Network.
The Chrysler Sebring is generating two-way communication with consumers through People magazine's "Sexiest Man Alive" issue. In a promotion called "Your Sexiest Men" now in progress, consumers can go to people.com/yoursexyman and submit a head shot photo of their sexiest man. Visitors to the Web site can vote for their favorite photo. The winner will receive a three-day, two-night trip for two to St. Tropez, France. The contest ends Nov. 29. Also, the head shots will be arranged to create a photo mosaic in the shape of the Chrysler Sebring. The photo mosaic will appear in People magazine's "Sexiest Man Alive" issue of Nov. 27. That issue will also have a four-page Chrysler Sebring ad, plus another ad on the back page. And Chrysler is the exclusive automotive sponsor of the "Sexiest Man Alive" coverage on People.com.
For the second year in a row, the Chrysler brand is sponsoring the Time magazine Person of the Year. Chrysler Sebring ads will run inside multiple issues of the magazine beginning with the Nov. 20 issue, and the back cover of the Dec. 18 issue, where the Person of the Year is profiled. (Ads for the 2007 Chrysler 300 and 2007 Chrysler Aspen will run inside that same issue.) In the weeks leading up to the Dec. 18 announcement, the public can vote for their Person of the Year by going to the magazine's web page, www.time.com/ , where they will also see Chrysler Sebring banner ads. In addition, consumers will be given the opportunity to picture themselves as the Time Person of the Year. Beginning Nov. 13, anyone can submit a digital head shot of themselves to the Time Web site. Each photo selected by Time will appear briefly on a 45- foot electronic display in Times Square in New York City, from Dec. 1-17. The consumer photos -- interspersed with those of famous people -- will appear framed inside the Time magazine cover page.
Later this month, the Chrysler Sebring will be the only product advertised on the home page of Amazon.com for a 24-hour period. This Internet roadblock is expected to gain 5 million impressions from Web viewers.
Since September the Chrysler brand Web page, chrysler.com/ , has been reaching consumers with an exclusive podcast of music legends and Internet games. Sebring Semantics, for example, is a word game in which features of the Chrysler Sebring are revealed with every successful completion of a level. Targeted at women (who are expected to make up 60 percent of Chrysler Sebring buyers), Semantics players are spending a whopping 22 minutes per session playing the game online. There are currently eight other games on the Chrysler product home page.
In the music legends podcast series, visitors to the Chrysler home page can download for free up to five tracks from featured artists, plus interviews of each artist. Available for downloading now is music by Johnny Cash, Miles Davis and Journey. Future artists include Gloria Estefan and Tony Bennett.
The use of a 2007 Chrysler Sebring is one of the prizes in a sweepstakes to be announced in December being created by "Everyday With Rachel Ray," the magazine developed by cooking author and TV show hostess Rachel Ray. The Culinary Road Trips Sweepstakes, presented by Chrysler, will award one winner a seven-day trip that includes airfare, hotel, meals, lodging and other fun elements. Internet Web pages will give consumers the opportunity to learn more about the Chrysler Sebring.
The 2007 Chrysler Sebring is available now in U.S. dealerships and in global volume markets the first half of 2007.
"We are tremendously proud of the Chrysler Sebring and anxious to invite people to discover this all-new vehicle on our Web-sites and in our dealer showrooms," said Rooney.
Chrysler is creating inspiration in the common car with the 2007 Chrysler Sebring -- an all-new mid-size sedan that combines stunning design with interior craftsmanship, high-levels of safety and reliability, exhilarating performance, excellent fuel efficiency of 32 miles per gallon and many class- leading technologies not available in the mid-size segment. And with a starting U.S. MSRP of $18,995 (including a $675 destination charge), the all- new Sebring also comes at a surprisingly affordable price.
Source: Chrysler Group
CONTACT: James Kenyon, +1-248-512-2936, jek81@dcx.com , or Carrie
McElwee, +1-248-512-2664, cm63@dcx.com , both of Chrysler Group
Web site: chrysler.com/
http://people.com/yoursexyman
http://www.time.com/
