Case Presentation

Imported from Detroit

Made

in

American Pride

HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS

• Founded by Walter Chrysler (1875–1940) on June 6, 1925;

• Familiar with innovational technology applying on automobile;

• Focus on producing large vehicles such as SUV’s, trucks, and sedans;

• Product include SRT, RAM, Dodge, Jeep, Plymouth Desoto and Chrysler;

• In the 1970’s and 90’s, failed to meet the demand for market, drop in sales;

• Between 1998-2007, merged with Daimler-Benz(DB), but end with devoice;

• In 2008 Chrysler went to bankruptcy and saved from the US government;

• On January 2014, integrated by Italian Fiat , become Fiat Chrysler Automobiles;

Imported From Detroit

HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS

• Media mess in public• Economic crisis hit sales since 2007

• Taken over by government & Fiat

• Germany and Japanese Competitors

Imported From Detroit

Imported From Detroit

HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS

“Imported From Detroit” - 2011

-Mission Promote Chrysler’s products increasing U.S. market share

-Objective

Wake up the awareness of Detroit culture and connect with Chrysler

-Value

Enhance the American emotion by their motors for the American pride~!

Imported From Detroit

HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS

2. Detroit car, new Chrysler 200

1. Detroit superstar, Eminem 3. Detroit image, root

4. Super Bowl period

Imported From Detroit

HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS

• Attitude - serious but proud, unlike other humor commercials;

• Agenda- 5 years Campaign with same tagline and expanding its use;

• Media- TV, YouTube, Facebook, Twitter, Google+, Printerest;

• Event- funneled to Detroit-area charities, Habitats, foundation;

• Accessory sales- T-shirt, hat, journal, pen with slogan “Imported ”

Imported From Detroit

HISTORY CHALLENGE CAMPAIGN CONCEPT STRATEGY RESULTS

• "Chrysler 200" was the No. 2 search term Sunday on Google, beating out the Black Eyed Peas that performed during halftime;

• "Imported from Detroit" ad campaign is 2012 Grand Effie winner with over 16.3 million viewings have been recorded on YouTube;

• 3 years sales increase and has paid off government bailout 6 years early;

Imported From Detroit

CONCLUSTION QUESTIONS

• "stories” are bigger than commercials, which helped the brand connect with the country.

• Once you have made a consumer connection, "grab it, own it, share it,”

• Brand can benefit tremendously from a strong identity that can exceed the qualifications of its products alone.

• Heritage glory over old stereotyped images as if the story of the past inexorably leads toward a bright future.

• Celebrity works

• I know you want to watch this, right ?

Imported From Detroit

CONCLUSTION QUESTIONS

Thank You !