Chrysler and Universal McCann Compete for Contextual Ad Award
Chrysler’s Always On to Keep its Brands Top of Mind and Relevant, All Year Long
Client/Agency: Chrysler/Universal McCann
Campaign: Chrysler Always On: Context Everywhere
Campaign objective: Chrysler sought to promote its rejuvenated product line of Chrysler, Jeep, Dodge, Ram and Fiat automobiles to drive brand awareness and retain existing customers.
Contextual Strategy: The beginning of 2011 saw the US automotive industry on the rise and poised to see one of its most successful years to date. Chrysler is leveraging an “Always On” contextual strategy to capitalize on the renewed auto market through a consistent and relevant presence on leading automotive, lifestyle and news sites. Throughout 2011, Chrysler has been targeting, updating and optimizing over 100 creative units across 34,000 keywords. This campaign leverages three of Vibrant’s four contextual products – Vibrant Image, Vibrant In-Text and Vibrant Display.
Creative Execution: With over 100 pieces of creative, the campaign showcases each model with high-impact rich media creative from SapientNitro designed to increase customer awareness and retention. The creative allows users to request a quote, build their own model, find a dealer or learn more about local dealer incentives. Being “Always On” allows Chrysler to swap in new creative on the fly; for example, during Super Bowl XLV in January, Chrysler launched a very well-received Eminem TV spot. As news and buzz was posted online, Chrysler leveraged its Context Everywhere campaign to release the video spot across words like “Eminem,” “Detroit” and “imported” online just after it aired.
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