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Hey, What’sThat Noise… Hey, What’s
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Chrysler Group Unique Strategic Position
Chrysler Group Unique Strategic Position
Position our brands, products and services with Position our brands, products and services with a focus on customer needs – “pull” baseda focus on customer needs – “pull” based
Deliver a portfolio of uniquely styled and positioned Deliver a portfolio of uniquely styled and positioned vehicles with vehicles with a development system capable of delivering high a development system capable of delivering high quality at low costquality at low cost
Create an internal business system that will rapidly Create an internal business system that will rapidly and efficiently respond to an increasingly fragmented and efficiently respond to an increasingly fragmented and changing marketand changing market
Communicate this unique position to customers where Communicate this unique position to customers where and when they want itand when they want it
Position our brands, products and services with Position our brands, products and services with a focus on customer needs – “pull” baseda focus on customer needs – “pull” based
Deliver a portfolio of uniquely styled and positioned Deliver a portfolio of uniquely styled and positioned vehicles with vehicles with a development system capable of delivering high a development system capable of delivering high quality at low costquality at low cost
Create an internal business system that will rapidly Create an internal business system that will rapidly and efficiently respond to an increasingly fragmented and efficiently respond to an increasingly fragmented and changing marketand changing market
Communicate this unique position to customers where Communicate this unique position to customers where and when they want itand when they want it
Net
wor
k
Mag
azin
eN
ewsp
aper
Eve
nts
TD
M
Inte
rnet
Gam
ing
PR
Tra
inin
gD
eale
r P
OS
Pro
duct
Pla
cem
ent
Spo
nsor
ship
Tel
emar
ketin
gO
wne
r C
omm
unic
atio
ns
Purchase
Shopping
Intentions
Consideration
Awareness
Cab
leD
AA
Purchase
Shopping
Intentions
Consideration
Awareness
Media MixMedia Mix
Media ConsumptionMedia Consumption
5%
10%
12%
3% 2%
20%
48%
NewspapersMagazinesBooksRadioTVComputerOnline
Average person spends 11.7 hours with mediaAverage person spends 11.7 hours with media
iDMAa Journal, Spring 2004 “Middletown Media Studies
Collaborative AllianceCollaborative Alliance
ParamountParamount Tomb Raider Tomb Raider SaharaSahara
Sirius RadioSirius Radio DealersDealers
DAA Cable BuyDAA Cable Buy Yellow pages Yellow pages
to online leadsto online leads
ParamountParamount Tomb Raider Tomb Raider SaharaSahara
Sirius RadioSirius Radio DealersDealers
DAA Cable BuyDAA Cable Buy Yellow pages Yellow pages
to online leadsto online leads
Product Integration – Jeep World of Adventure Sports
Product Integration – Jeep World of Adventure Sports
The only network TV series covering action and adventure The only network TV series covering action and adventure sports around the world sports around the world
4 world record attempts in kayaking, off-shore power boating, 4 world record attempts in kayaking, off-shore power boating, around the world sailing, and big wave surfingaround the world sailing, and big wave surfing
Partnerships supported with traditional media elements and Partnerships supported with traditional media elements and authentic product integration featuring;authentic product integration featuring;
Title sponsor – Jeep Title sponsor – Jeep Presenting sponsor – EnergizerPresenting sponsor – Energizer Supporting sponsor – Red Bull, AOL, Goodyear, Supporting sponsor – Red Bull, AOL, Goodyear,
Columbia & GarminColumbia & Garmin The series to be expanded to 10 hours on NBC in 2005 new The series to be expanded to 10 hours on NBC in 2005 new
episodes beginning February 5episodes beginning February 5 Jeep benefitsJeep benefits
A TV franchise that matches the brand A TV franchise that matches the brand Leverage current Jeep outdoor event assets like Camp Jeep Leverage current Jeep outdoor event assets like Camp Jeep Expanded partnership alliances Expanded partnership alliances Working with Jeep business units around the worldWorking with Jeep business units around the world
The only network TV series covering action and adventure The only network TV series covering action and adventure sports around the world sports around the world
4 world record attempts in kayaking, off-shore power boating, 4 world record attempts in kayaking, off-shore power boating, around the world sailing, and big wave surfingaround the world sailing, and big wave surfing
Partnerships supported with traditional media elements and Partnerships supported with traditional media elements and authentic product integration featuring;authentic product integration featuring;
Title sponsor – Jeep Title sponsor – Jeep Presenting sponsor – EnergizerPresenting sponsor – Energizer Supporting sponsor – Red Bull, AOL, Goodyear, Supporting sponsor – Red Bull, AOL, Goodyear,
Columbia & GarminColumbia & Garmin The series to be expanded to 10 hours on NBC in 2005 new The series to be expanded to 10 hours on NBC in 2005 new
episodes beginning February 5episodes beginning February 5 Jeep benefitsJeep benefits
A TV franchise that matches the brand A TV franchise that matches the brand Leverage current Jeep outdoor event assets like Camp Jeep Leverage current Jeep outdoor event assets like Camp Jeep Expanded partnership alliances Expanded partnership alliances Working with Jeep business units around the worldWorking with Jeep business units around the world
Interactive/GamingInteractive/Gaming
Internet and usabilityInternet and usability
Over 4 Million Gameplays, over 950,000 Over 4 Million Gameplays, over 950,000 Registered to download or play advanced levelsRegistered to download or play advanced levels
38% of registrants intend to purchase a Chrysler 38% of registrants intend to purchase a Chrysler Group product Group product
31% are already owners31% are already owners
Half of all respondents said Half of all respondents said the brands’ involvement in the brands’ involvement in gaming had a positive impact gaming had a positive impact on their opinion of the brandon their opinion of the brand
Internet and usabilityInternet and usability
Over 4 Million Gameplays, over 950,000 Over 4 Million Gameplays, over 950,000 Registered to download or play advanced levelsRegistered to download or play advanced levels
38% of registrants intend to purchase a Chrysler 38% of registrants intend to purchase a Chrysler Group product Group product
31% are already owners31% are already owners
Half of all respondents said Half of all respondents said the brands’ involvement in the brands’ involvement in gaming had a positive impact gaming had a positive impact on their opinion of the brandon their opinion of the brand
GamingGaming
Retail VersionRetail Version EA SPORTS 2005 NASCAR EA SPORTS 2005 NASCAR
Chase for the Cup – Chase for the Cup – #1 NASCAR video game #1 NASCAR video game franchisefranchise
Opening Cinematic – Race Ryan Opening Cinematic – Race Ryan Newman in ViperNewman in Viper
Dodge brand logos and content Dodge brand logos and content added to gameadded to game
Sponsorship of five online Sponsorship of five online tournamentstournaments
Interactive product immersionInteractive product immersion
Retail VersionRetail Version EA SPORTS 2005 NASCAR EA SPORTS 2005 NASCAR
Chase for the Cup – Chase for the Cup – #1 NASCAR video game #1 NASCAR video game franchisefranchise
Opening Cinematic – Race Ryan Opening Cinematic – Race Ryan Newman in ViperNewman in Viper
Dodge brand logos and content Dodge brand logos and content added to gameadded to game
Sponsorship of five online Sponsorship of five online tournamentstournaments
Interactive product immersionInteractive product immersion
Xbox Demo VersionXbox Demo Version EA SPORTS created Xbox demoEA SPORTS created Xbox demo Launched at NAIAS – to travel Launched at NAIAS – to travel
auto show circuitauto show circuit Charger NASCAR model Charger NASCAR model
incorporated with all ten Dodge incorporated with all ten Dodge NEXTEL cup driversNEXTEL cup drivers
Choose from production model Choose from production model Charger and Viper, as wellCharger and Viper, as well
Race Ryan Newman in Viper in Race Ryan Newman in Viper in opening sequenceopening sequence
Tracks include Talladega and Tracks include Talladega and Dodge RacewayDodge Raceway
Xbox Demo VersionXbox Demo Version EA SPORTS created Xbox demoEA SPORTS created Xbox demo Launched at NAIAS – to travel Launched at NAIAS – to travel
auto show circuitauto show circuit Charger NASCAR model Charger NASCAR model
incorporated with all ten Dodge incorporated with all ten Dodge NEXTEL cup driversNEXTEL cup drivers
Choose from production model Choose from production model Charger and Viper, as wellCharger and Viper, as well
Race Ryan Newman in Viper in Race Ryan Newman in Viper in opening sequenceopening sequence
Tracks include Talladega and Tracks include Talladega and Dodge RacewayDodge Raceway
PC VersionPC Version Coming soonComing soon
PC VersionPC Version Coming soonComing soon
Auto Show –Camp Jeep New York
Auto Show –Camp Jeep New York
Auto Show –Camp Jeep New York
Auto Show –Camp Jeep New York
ResultsResults 50% described Camp Jeep as “most wanted to see” 50% described Camp Jeep as “most wanted to see”
or “one of top exhibits”or “one of top exhibits” 53% know more about Jeep models53% know more about Jeep models 50% plan to buy SUVs for next purchase50% plan to buy SUVs for next purchase 47% more likely to consider Jeep brand47% more likely to consider Jeep brand 70% spent more time at Camp Jeep than at other exhibits70% spent more time at Camp Jeep than at other exhibits More than 30% spent 30 minutes or more at Camp JeepMore than 30% spent 30 minutes or more at Camp Jeep 70% of dealers said that customers mentioned 70% of dealers said that customers mentioned
Camp Jeep New YorkCamp Jeep New York 30% of dealers indicate that consumers came in 30% of dealers indicate that consumers came in
with the zone incentivewith the zone incentive Increased average length of stay from 7 minutes to 22 minutes Increased average length of stay from 7 minutes to 22 minutes Over 35,000 test drivesOver 35,000 test drives Over 300,000 walk thrusOver 300,000 walk thrus Over 20 million TV impressions Over 20 million TV impressions Over 4 million Camp Jeep print impressionsOver 4 million Camp Jeep print impressions
ResultsResults 50% described Camp Jeep as “most wanted to see” 50% described Camp Jeep as “most wanted to see”
or “one of top exhibits”or “one of top exhibits” 53% know more about Jeep models53% know more about Jeep models 50% plan to buy SUVs for next purchase50% plan to buy SUVs for next purchase 47% more likely to consider Jeep brand47% more likely to consider Jeep brand 70% spent more time at Camp Jeep than at other exhibits70% spent more time at Camp Jeep than at other exhibits More than 30% spent 30 minutes or more at Camp JeepMore than 30% spent 30 minutes or more at Camp Jeep 70% of dealers said that customers mentioned 70% of dealers said that customers mentioned
Camp Jeep New YorkCamp Jeep New York 30% of dealers indicate that consumers came in 30% of dealers indicate that consumers came in
with the zone incentivewith the zone incentive Increased average length of stay from 7 minutes to 22 minutes Increased average length of stay from 7 minutes to 22 minutes Over 35,000 test drivesOver 35,000 test drives Over 300,000 walk thrusOver 300,000 walk thrus Over 20 million TV impressions Over 20 million TV impressions Over 4 million Camp Jeep print impressionsOver 4 million Camp Jeep print impressions
Auto Show –Taking it to Chicago
Auto Show –Taking it to Chicago
Hey, What’sThat Noise…Hey, What’s
That Noise…
Julie RoehmJulie RoehmDirector, Marketing Director, Marketing CommunicationsCommunications
Julie RoehmJulie RoehmDirector, Marketing Director, Marketing CommunicationsCommunications