All-New 2006 Dodge Charger Marketing Campaign 'Unleashed'
* After nearly three decades, Dodge Charger is back and Yeah, It's Gotta HEMI(R) * Marketing campaign highlights HEMI performance, head-turning design and incredible value * More than 100,000 handraisers * More than 26,800 dealer orders
AUBURN HILLS, Mich., May 18 -- 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 marketing.
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 share.p>