AUBURN HILLS, Mich., May 18 /PRNewswire-FirstCall/ -- Dodge unleashed its
marketing campaign today for the highly anticipated all-new 2006 Dodge
Charger, which peels into showrooms this summer.
"With modern coupe styling, rear-wheel drive, four-door functionality and
a HEMI packed under the hood, the all-new 2006 Dodge Charger is bold, powerful
and capable," said Darryl Jackson, Vice President - Dodge Marketing. "Similar
to HEMI, the Charger name is powerful and draws from the Dodge brand's proud
performance heritage. We have a tremendous amount of equity and name
recognition for both of these entities. Combined, today's all-new Dodge
Charger and HEMI engine effectively mark the return of modern American
muscle," said Jackson.
To date, Dodge has received more than 26,800 dealer orders for Charger and
identified more than 100,000 "handraisers," or consumers who wish to receive
more information about the vehicle. Dodge will build more momentum for
Charger when its marketing campaign begins June 1. The campaign features a
diverse mix of traditional and non-traditional mediums built around three core
messages: performance, style and value.
Dodge Charger Marketing Campaign
Television advertising kicks off the campaign with two 30-second
television spots, "Dragster" and "Unleash," with two additional spots, "Bikes"
following on May 24 and "Auction" on June 1. Television ads will run on both
network and cable stations and will include special promotional partnerships.
Each advertisement will focus on one of the following key attributes for the
Dodge Charger: HEMI performance, modern technology, bold styling or value.
Open on a top fuel Dragster as it does a burnout, a Dodge Charger is also
doing a burnout. A drag strip Christmas tree comes into view. The light
turns green and both vehicles take off from the line for a full-on race to the
end of the track. Suddenly, both vehicles begin to slow down; they are
stopping at a tollbooth. The camera cuts to the front of the top fuel
dragster sticking out from under the tollbooth gate. An interior shot of the
Charger shows our driver looking over and throwing money into the basket. A
Nomex glove is also shown throwing money in the change basket. The shot cuts
wide to a shot of the turnpike tollbooth as the Charger pulls away. The whole
drag race has been inside of the driver's head.
Barrett-Jackson Auction tent in Scottsdale, Arizona is seen from an
overhead shot. A custom vehicle has just sold and is exiting the scene as the
all-new 2006 Dodge Charger SXT appears on stage. Cameras cover the new Dodge
Charger from every angle. People looking at the vehicle are bidding as
commentary on the vehicle is heard. The bids continue higher and higher. A
dealer and customer are seen standing next to the Charger. The customer turns
to look at the window sticker. The shot pulls from the window sticker back to
the two men standing outside of a dealer showroom. Hustle and bustle of
people goes on behind them. The customer remains in a reflective moment for a
long beat then looks at the low sticker price one last time. He smiles.
A Dodge Charger is shown cruising in slow motion down a suburban street.
One by one, a group of motorcycles gather behind the Charger. As motorcycles
follow the Charger, riders cross paths, weaving back and forth like little
kids on bicycles. We see a motorcycle rider pull up next to the Charger, look
it over and then give the driver a "thumbs up" before drifting back with the
pack. The camera cuts to a different motorcycle cruising down the sidewalk.
The Charger and a second motorcycle both stop at the bottom of a driveway. We
now see a paperboy bag strapped to the motorcycle's handlebars, the rider
hands a newspaper to the Dodge Charger driver. At this point, the Charger
driver comes back to reality and we see that the motorcycle is actually a
bicycle with a little kid on it.
"Unleash" (African American and Hispanic version)
A well-dressed businessman approaches his all-new Dodge Charger and starts
to get into the vehicle. A charge of electricity passes from the car into the
man's brain and heart, imprinting the Dodge logo there. The driver begins to
transform from conservative to cool in a matter of seconds. The Charger
drives powerfully through the city, showing off its bold shape and attitude.
The force of its passage actually causes parked cars to lift off their
suspensions and causes a bystander's face to ripple. The Dodge Charger blows
by a woman on a sidewalk and causes her skirt to blow in the wind. She turns
quickly to admire the car as it goes by. The Charger roars under the camera
and we can see it appear to create a pressure wave.
Print advertising will launch in July books and include three, two-page
spreads that will appear in a variety of publications including automotive,
men's, sports, technology, music and outdoor adventure. In addition to
traditional advertising, Dodge will push the envelope through unique online
initiatives, and events with a strong focus on entertainment and relationship
Dodge will invite online consumers to unleash their untamed inner spirit
by ... Unleashing their Freak. Four animated icons, the Freaks, will
represent Dodge Charger vehicle attributes: Power, Control, Speed and Style.
The Power Freak demonstrates HEMI-grade power, street-smart prowess and
strength. The Control Freak communicates superb control on the road, smart
engineering, precision, balance, athleticism and brains. The Speed Freak
embodies pure unadulterated speed, exhilaration on the road, a youthful, fun-
loving, boyish rebel, and the ability to deliver an adrenaline rush. The
Style Freak shows bold design, timeless style, sexiness, smoothness and
mystery. An online universe will be built for the Dodge Charger and its
Freaks through unique high-energy 3D animations.
Online, consumers will also have the option to be inducted into the world
of Charger with the help of a new desktop tool, "The Induction Unit." The
downloadable desktop tool launches May 23 and will allow consumers to create
an icon on their desktops that may be configured to alert them to vehicle
information including features, events, contests, videos and news in a
dynamic, two-way communication relationship.
For consumers who wish to experience the Charger in person, Dodge will
also unleash a series of regional events. The Dodge Model Box Build event
will take place in at least eight markets across the country including
Atlanta, Chicago, Dallas, Washington D.C., Detroit and New York. A larger-
than-life Dodge Charger model box will be filled with life-size Dodge Charger
parts to be assembled pit-stop-style by team mechanics. The builds will last
approximately 20 minutes and take place every hour.
The Dodge Zoo Tour will unleash a herd of Dodge vehicles in zoos across
the country embarking on a four-month tour of 12 zoos. Events will feature
the all-new 2006 Dodge Charger with appearances by the Dodge Magnum, Grand
Caravan, Dodge Durango, Dodge Ram and Dodge Dakota. Dodge also will take
center stage at the 25th anniversary of the National Association of Black
Bikers and at the Vive al Ritmo Spanish Music Series.
With a U.S. market share of seven percent, Dodge is the fifth-largest
nameplate in the United States and the eighth largest nameplate in the
automotive industry. In 2004, Dodge sold more than 1.4 million vehicles in
the global market.
Dodge continues to lead the minivan market segment with a 20 percent
market share in the United States. In the truck market, Dodge has an 18
percent market share. In the car market, Dodge has a 4.5 percent market
SOURCE Chrysler Group