2008 Chrysler Town & Country - Family Friendly
Auburn Hills, Mich.; The Chrysler brand embraces the fast-paced and active lifestyle of today’s modern family to showcase industry-first features in a new advertising campaign for the all-new 2008 Chrysler Town & Country. The new campaign launches nationally on Sept. 24 during ABC’s “Dancing with the Stars” season premier.
Designed to reach families with two or more children who want a versatile minivan for their busy lives, the comprehensive campaign highlights the all-new 2008 Chrysler Town & Country features -- Swivel ‘n Go™ seating and storage system, SIRIUS™ Backseat TV and MyGIG™ multimedia system -- that enhance family time and keep everyone comfortable, entertained and safe. Overall, the campaign continues to expand the broad “Engineered Beautifully” theme, which highlights the style and technology of Chrysler brand products.
“When it comes to the all-new Chrysler Town & Country, it’s not just about the driver, it’s about the whole family with features that provide a first class experience in every seat,” said David Rooney, Director – Chrysler brand. “For 23 years we’ve understood that some of the best family time moments take place in our minivans. We’re extremely proud of how our designers and engineers challenged themselves to imagine the possibilities of how we could serve the 21st century family. This campaign highlights new features that directly enhance the lifestyles of this new generation of families.”
Through a partnership with Nickelodeon™, the Chrysler brand will feature boy-genius cartoon character, Jimmy Neutron*, in an integrated campaign to help launch the all-new 2008 Chrysler Town & Country. Print ads will appear in specialty publications with a photo of Jimmy Neutron in front of the Chrysler Town & Country, encouraging families to take the photo of Jimmy and the minivan with them as they share family experiences. By uploading photos of their family experience with Jimmy at a Town & Country branded web site, participants can enter a contest to win one of six prizes, including the Grand Prize of an all-expense paid family trip to the Nickelodeon Family Suites by Holiday Inn in Orlando, Florida. The Chrysler brand is also a sponsor of Nickelodeon’s Slime Across America mobile tour, which is currently crossing the country with a 2008 Town & Country display and the opportunity to have your digital picture taken with Jimmy and the minivan. Beginning Oct. 1, Town & Country advertisements will air across several Nickelodeon television, digital and print properties.
In addition, celebrity couple Jane Kaczmarek and Bradley Whitford and their three children are featured using the many innovations on the Chrysler Town & Country in a program called Family Download, which includes a four page advertorial running in key Conde Nast publications that drives readers to a Web site where they can download the celebrity family’s favorite music playlist.
Additionally, the Animal Planet network’s new “Pet Finder” prime time show will use the 2008 Chrysler Town & Country for home visits each week to match families with their perfect pet. Other elements include product vignettes and a Halloween pet-picture contest. Keeping with the Halloween theme, the Chrysler Town & Country will also be featured on ABC Family’s “13 Nights of Halloween,” which includes online sweepstakes and product vignettes to highlight 13 of the 35 new minivan product features.
About the Chrysler Town and Country Campaign
Five 30-second television spots begin Sept. 24 on national broadcast programming and cable media outlets. Examples of the programming include: “Gray’s Anatomy,” “Men in Trees,” “Desperate Housewives,” “Ugly Betty,” “ER,” “Medium,” “60 Minutes,” “CSI,” Food Network, HGTV, The Learning Channel and Discovery Channel.
In addition, print advertising --which focuses on Town & Country’s innovation, technology and luxury features—begins appearing in Oct. magazines and includes three, two-page spread and single-page ads. Print ads will appear in Parents, Ladies Home Journal, Vanity Fair, Traveler, Real Simple, In Style, People, Money and Cooking Light. The Nov. issue of Automobile Magazine will feature a Great Vacation Guide custom insert written from the road. There will also be expanded online content featuring a Town & Country walkaround by President and Editor-in-Chief Jean Jennings.
Interactive media elements for the all-new Chrysler Town & Country include homepage takeovers on Yahoo!, MSN and AOL, as well as exclusive path and banner ads on AOL, KBB, vehix.com, MSN and Vibrant Media. Other interactive elements include ABC.com featuring four exclusive Town & Country ads during commercial breaks in each of its one-hour programs. Chrysler will also give the Town & Country to influential and active parents for an extended test drive with the opportunity for them to provide feedback about their real-life experience with the minivan.
Additional online activities include game sponsorships at Pogo.com, as well as custom games -- Road Sign Rally and Arcade Journey – that can be found at Chrysler.com/games. Chrysler will also continue its podcast series with hit music and in-depth interviews from top artists at Chrysler.com.
The campaign also includes two 30-second spots for African American and Hispanic audiences that will air on network and cable programming including CBS, BET, CW, NFL, FOX, Univision and Telemundo. Two print ads will appear in publications such as Heart & Soul, Ebony, Black Enterprise, Essence, Jet, Vandidades, Selecciones, Estylo, Latino and Hispanic Business.
The Chrysler brand also created a special edition Monopoly board game featuring Chrysler dealerships and headquarters, as well as fun family travel destinations across the United States. It is designed to fit on the exclusive table between the second and third rows, and is available for purchase at Chrysler.com.
New Chrysler Town & Country Spot Descriptions The first spot, “Game,” shows how the Chrysler Town & Country literally builds its most innovative features around a family, including the unique swivel seats and pop-up table for them to play a popular family game. The surprisingly smooth ride makes this family game possible to play in the minivan.
Another spot called, “Assemble,” literally builds around a family to highlight the product features of the Town & Country and its flexibility to make it the most innovative minivan ever. An “honor student” bumper sticker on the back window is proof that Town & Country parents can be as smart as their kids.
In the spot called “Jimmy Neutron,” Nickelodeon’s boy genius who is famous for being an innovative inventor, is himself extremely impressed with the many unique innovations found in the new Chrysler Town & Country.
The fourth spot, “Nicest Room,” demonstrates that the luxury, innovation, and comfort of your favorite rooms in the house can now be found parked in the garage, in the form of the new Chrysler Town and Country.
The final spot, titled “Like a Mom,” compares the ultimate family vehicle to a traditional American family. The minivan’s safety is compared to a dad’s toughness, big brother’s protective nature and, thanks to a rear back-up camera, the eyes in back of mom’s head.
All-New 2008 Chrysler Town & Country The all-new 2008 Chrysler Town & Country offers an all-new contemporary appearance, three different models, three distinct seating and storage systems, unmatched entertainment systems and safety features. The Chrysler Town & Country has 35 new and improved features, including a new 4.0-liter V-6 engine mated to a minivan-first six-speed transaxle, more standard equipment including standard all-row side curtain air bags and Electronic Stability Program (ESP). The newest feature is Swivel ‘n Go™ seating system, offering second row seats that swivel 180 degrees to face the third row with a removable table that installs between the two rows, covered storage bins in the floor and the second row, third-row uncovered storage and fold-in-the-floor third-row seating. The 2008 Chrysler Town & Country has received the U.S. Government’s highest five Star crash test rating in both front and side impacts. The starting U.S. MSRP of the new 2008 Chrysler Town & Country is $23,190.
*Jimmy Neutron, or his likeness