DaimlerChrysler Readies for ‘Day 1’

Bozell, Springer & Jacoby’s Global Campaign to Break Nov. 18
DETROIT–Chrysler Corp. and Daimler-Benz AG’s Nov. 17 merger will be followed by a three-week print and direct mail advertising blitz beginning the following day–the “Day One” campaign.
The effort includes a 12-page magazine insert and nine two-page newspaper spreads created jointly by their corporate image agencies: Bozell Worldwide, Southfield, Mich., and Springer & Jacoby, Hamburg, Germany.
Additionally, Chrysler collateral agency Ross Roy Communications, Bloomfield Hills, Mich., created an elaborate 24-page booklet about the new DaimlerChrysler that will be mailed to 130,000 “opinion leaders,” such as Fortune 500 company chiefs and government heads in the U.S. and Germany, at whom the ads are primarily directed.
“The campaign is not intended to sell cars,” said A.C. “Bud” Liebler, Chrysler’s vice president of marketing. “We want people to [have] high expectations of the new company.”
All three components highlight qualities that the client claims define both automakers–curiosity, courage, speed, energy and passion. Each virtue is coupled with photographs of DaimlerChrysler employees by Richard Avedon and copy explaining how each exhibits that quality. The tagline: “Expect the extraordinary.”
In the U.S., the magazine insert and newspaper ads will appear in major metropolitan dailies as well as USA Today and The Wall Street Journal. The work will appear in more than 100 countries.
Spending on the campaign was undisclosed. Its funding came from the “corporate integration kitty,” Liebler said, not from Chrysler’s corporate advertising budget. The merger has led Chrysler to drop the estimated $70 million “Great cars. Great trucks” image effort from Bozell it unveiled in early 1997. Corporate advertising plans beyond “Day One” have not been determined.
Separate marketing programs for Chrysler and Daimler-Benz brands will continue, although the companies have discussed ways to share common functions such as relationship marketing, Internet initiatives and consumer databases.
There is no current plan to consolidate media duties, Liebler said. PentaCom in Troy, Mich., handles Chrysler media chores; Lowe & Partners/SMS in New York handles U.S. creative and media buying for Mercedes-Benz.