Chrysler Belgium Luxembourg: Dodge - Baby Made On Board

BBDO Belgium

ENTRY INFORMATION

Category: Automotive
Country where program ran: Belgium
Date program started/ended: 14th June 2008 to 15th March 2009

Product Description: The Dodge Journey is a family car.

Advertiser/Client Name: Chrysler Belgium Luxembourg
Media Channels: Direct Mail
Email
Print
TV/Video/Radio
Web Advertising
Web Development
Website: http://awards.microsite.be/Dodge/BabyMadeOnBoard

STRATEGY

Marketplace Challenge:

In 2007 we launched Dodge on the Belgian market as THE macho car brand with cars as the Nitro, the Viper and the RAM. Dodge as a brand isn't as big as in the US. There only 32 dealers. Mid 2008 crisis started and one of the first market category's who felt the consequences with collapsing sales was the automotive one. Launch weekends aren't a guarantee for many interested visitors anymore. Ten years ago, you only had to serve some crackers and a bottle of cheap champagne to welcome hundreds of curious customers. Nowadays, they're only coming to the showroom for very special occasions.