Daimler Chrysler: Hi campaign (1994)

In 1994 the Chrysler Corp. introduced a new car with much fanfare and expectation.

Daimler Chrysler: Hi campaign

Rebecca Stanfel

Overview

In 1994 the Chrysler Corp. introduced a new car with much fanfare and expectation. The Neon was a compact car with a sporty appearance and a low sticker price. To celebrate Neon's debut, Chrysler turned to the ad agency BBDO of Southfield, Michigan, to craft a marketing campaign. The challenge facing Chrysler and BBDO was to create a discrete brand identity for Neon, as it was manufactured under both Chrysler's Dodge and Plymouth labels. The innovative "Hi" campaign they developed was up to the task. In November 1994 Chrysler launched a series of...

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