Marketing Campaign for the All-New 2007 Chrysler Sebring Will Use a Comprehensive Range of Media Platforms to Reach Customers in
30 Octobre 2006 - 6:00PM
PR Newswire (US)
AUBURN HILLS, Mich., Oct. 30 /PRNewswire-FirstCall/ -- "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: *
Internet placements, including search and home page roadblocks *
podcasting * Internet games * e-direct campaign * 125,000
interactive CDs mailed to hand-raisers * product integration on
cable TV programs * tie-ins with the Time magazine Person of the
Year and People magazine's "Sexiest Man Alive" issues * consumer
events * direct mail * sweepstakes and promotions * 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
http://www.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, http://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, http://www.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. DATASOURCE: Chrysler Group CONTACT: James Kenyon,
+1-248-512-2936, , or Carrie McElwee, +1-248-512-2664, , both of
Chrysler Group Web site: http://www.chrysler.com/
http://www.people.com/yoursexyman http://www.time.com/
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