'Different' Advertising Campaign from Dodge
25 September 2000
All-New 2001 Caravan, Stratus Sedan and Stratus Coupe Highlight 'Different' Advertising Campaign from Dodge AUBURN HILLS, Mich., Sept. 22 One year into the highly-
successful launch of its 'Dodge Different' communications campaign, Dodge
returns for the 2001 model year with an advertising campaign designed to build
on its 'Different' strategy and highlight the introduction of three all-new
products. For 2001, the all-new Dodge Caravan and Grand Caravan -- the
world's best-selling minivan -- Stratus sedan and Stratus coupe make their
debuts in a series of ads designed to show their unique designs and feature-
laden packages.
"We have really made our mark with the 'Dodge Different' strategy," said
Jim Julow, Vice President, Dodge Division Global Brand Center. "As we said
when we introduced this campaign last year, consumers view the Dodge brand as
different from the rest of our competitors, one that is bolder and more risk-
taking. They see our designs as cutting-edge and our performance as uncommon
for the segments in which we participate. And they appreciate that we offer
these attributes at an attractive price. We're not pronouncing ourselves as
different, we're just highlighting our greatest attribute."
The Caravan campaign -- created by advertising agency BBDO in Troy,
Michigan -- began this month with national television and print ads.
Ads began running on major network and cable stations as well as in more
than 70 publications, including Sports Illustrated, National Geographic and
Car & Driver. The campaign centers around demonstrating the many features and
customer conveniences that have been designed into the world's top-selling
minivan.
"These are the most refined, quietest, best-performing and feature-laden
minivans Dodge has ever produced," Julow said. "Through our very Dodge-like
strategy of focusing on individual product attributes in our advertising, we
are able to show how the total Caravan package makes it the best choice in the
segment."
This is a strategy that has been highly successful for the Dodge brand in
the past, directing attention squarely on the product in a contained
environment that makes the vehicle the one and only star of the show.
"We believe that the key to showing how Caravan is superior to the
competition is by devoting each ad to one particular feature," said BBDO
Chairman Dick Johnson. "This way, we can focus directly on that feature and
devote the time necessary to explain its benefits. By the time a prospective
buyer has seen a few of these ads, they'll see just how impressive the total
package really is."
All Grand Caravan commercials end with the tag-line, "The Best Minivan
Ever." This title was earned through a rigorous testing program by an
independent vehicle evaluation company, Automotive Marketing Consultants, Inc.
(AMCI) of Vista, Calif.
The firm conducted an extensive nine-month test with 14 competitors in the
minivan segment. In each of the tests, the top eight minivans were rated on a
scoring system with the best minivan earning 1,000 points per test. The 102
categories measure everything from ride and handling qualities to braking,
acceleration and people and cargo capacity. Dodge Grand Caravan and Chrysler
Town & Country finished tied for first in the class, thereby earning the
title: "The Best Minivan Ever."
For the launch of Stratus sedan and Stratus coupe (formerly Avenger
coupe), the strategy is geared toward highlighting the stylish design of each
product, as well as the many product features. With their bold, sporty
designs, both Stratus models stand out from the crowd of mundane everyday
passenger cars. The communications strategy will focus on this with highly
visual, image-oriented spots, concluding with the tagline, "We Red Your Mind."
"Both the midsize sedan and coupe markets have traditionally been areas
where buyers have had to compromise," Julow said. "Either they could get a
nice package but sacrifice style and performance or vice versa. With the 2001
Stratus sedan and coupe, buyers now have two vehicles that fill every need,
both functionally and aesthetically."
Each ad features a single Stratus sedan or coupe, in traditional Dodge
Red, moving in slow motion through a deserted city street. As the car rolls
down the street or takes a sharp corner, a voice-over complements the copy
appearing on the screen. The copy refers to the many features on Stratus
while the voice-over mentions sayings from traditional authority figures like
a parent, office or teacher. As an example, when available anti-lock brakes
appears on the screen, the voice-over says, "I'd like to put a stop to this
now."
"We think this is a unique way to show a car's feature in a fun, less
traditional fashion," Johnson said. "Rather than just scroll the litany of
features, this will make the key features more memorable because it ties into
sayings that we all heard growing up."
New print and television ads for Caravan, Grand Caravan, Stratus sedan and
Stratus coupe are just part of the new advertising picture for Dodge. New
television and print ads have been produced for Intrepid, Neon and Neon R/T,
Dakota, Durango and Ram, along with a new version of the brand television spot
"Molecules," incorporating the new Caravan and Stratus models along with the
remainder of the Dodge line.
