November 6, 2006
Chrysler Plans Ad-blitz Aimed at Hispanics
As part of a multicultural, multimedia ad-blitz that Chrysler is planning for its Sebring model car, the automaker is enlisting the services of its agency of record, Globalhue, to target Hispanic consumers.
The company is calling the effort a 360-degree marketing concept, reflecting the range of advertising mediums and demographics involved. The campaign will include online, TV and movie product placement, print, radio, and online gaming platforms to promote the Chrysler Sebring.
“Media placements for the Dodge Nitro campaign will be where you'd expect Dodge to be: TV sports programming, men's magazines and gaming,” said Mark Spencer, senior manager for Dodge marketing and global communications. “At the same time, the campaign will be in front of women using mass media not usually associated with the Dodge brand and its 'Grab Live by the Horns' persona.”
The Nitro is the brand's first midsize SUV. It will compete against the Chevrolet Equinox and the Toyota RAV4.
In 2005, Chrysler spent close to $ 2 million in ROP Advertising in Hispanic newspapers, according to Portada Ad-tracking.