Dodge to Unveil New Advertising Campaigns Aimed At The Asian American Market in California

AUBURN HILLS, Mich., Feb. 14 -- Chrysler Group begins this week the second phase of a pilot TV and print advertising campaign in California designed to increase the company's presence among Asian American consumers.

The campaign for the 2002 Dodge Caravan minivan kicks off with two print ads in Chinese language newspapers February 15. A 30-second TV spot begins airing February 18 on Chinese language television stations. The ads will run in San Francisco and surrounding areas. The campaign is the second Asian American media initiative from Chrysler Group slated for Chinese language TV and print outlets. A Jeep® Liberty program is currently underway in the Los Angeles area through March.

``We're very excited about the new campaign for the Dodge Caravan,'' said Julie Roehm, Director, Dodge Communications. ``The ads focus on a product that is right for the market's needs, communicated in a manner that speaks to the unique cultural dynamics of Asian Americans.''

The ads are the work of Imada Wong Communications Group, a full-service marketing communications firm based in Los Angeles specializing in the growing Asian American market. The firm was founded in 1990 and offers culturally appropriate services in advertising, marketing, public relations, promotions and cross-cultural training.

``Our strategy for the Asian American consumer market is based on solid marketing principles,'' said Bill Imada, president of Imada Wong. ``While we strive for cultural relevancy, we also work hard to avoid cultural cliches and stereotypes. We accomplish this by having a core team of marketing professionals from DaimlerChrysler and our agency who understand that ethnic consumers are intelligent and just as demanding when it comes to automobile purchasing. Our ad message has to be benefit driven and it needs to be delivered in a culturally relevant fashion.''

In conjunction with the advertising campaign, Dodge will have a six- vehicle display in Chinatown, San Francisco, on February 23 and 24 as part of the Lunar New Year celebration. The Dodge Showcase will also include games, free giveaways, a raffle and live entertainment.

The theme of Imada Wong's Dodge Caravan campaign is mothers as unsung heroes.

The print ad titled ``Clock'' features the Dodge Caravan on top of a large timepiece, a symbol that the Caravan is always on the go and continuously on call. The headline, ``At your service. Anytime. Anywhere,'' draws a parallel between mothers who feel support of their families is never-ending and the Dodge Caravan, which is also ever-present to support all family activities. The body copy elaborates on how a mother's daily activities to support the family are possible with the Dodge Caravan, thanks to its best-in-class features.

The second print ad is titled ``Laundry.'' The headline is ``Day in and day out, who helps you look your best?'' Below is a photo of a Dodge Caravan's rear cargo space, fully loaded with clothes -- some folded, others hanging in bags from the dry cleaners. The body copy elaborates on how wives and mothers can support their families with ease and efficiency through all the features offered in the Dodge Caravan.

The TV spot, ``Car Wash,'' opens with a woman taking a nap in her living room. Her husband is seen through a nearby window, washing the family's Dodge Caravan. Gradually he becomes introspective as he reflects on how his wife does so much for the family. During his reflection, flashbacks indicate such Caravan features as the Power Sliding Doors with its Obstacle Detection System, Rear Cargo Organizer, and the Rear Power Liftgate. With these features, the mom is efficient and comfortable accomplishing her daily activities to support her family. When the husband comes out of his reflection and his wife joins him outside, he gives her a look of love and appreciation.