The Dodge Brand marks its return to multicultural marketing and advertising with a new TV campaign, "Secret Door," aimed at the Hispanic market. The new TV spots, inspired and played out in the tradition of a Hispanic telenovela, are designed to keep viewers in suspense as they follow a couple on a journey.
"As the Dodge Brand continues to redefine itself and identify our target audience, it is important to include and reach out to the Hispanic market with our marketing and advertising initiatives," said Ralph Gilles, President and CEO – Dodge Brand, Chrysler Group LLC. "Many of the Dodge brand vehicles appeal to this market and it is important that we are at the forefront of their car-buying, decision-making process."
The TV campaign features two 30-second spots, as well as a 60-second spot, which will be broadcast exclusively during the 11th Annual Latin GRAMMY(r) Awards where the Dodge Brand will serve as the exclusive automotive sponsor.
The Dodge Brand also will be on the green carpet and at the official Latin GRAMMY after-party delivering coverage of Dodge's participation with photos and videos that will be posted live on the Dodge Brand Facebook page and blog, and with live tweets from the Dodge Brand Twitter handle (@dodge).