DETROIT Chrysler did not buy into the national TV advertising platform on Fox on Super Bowl Sunday. But the carmaker said today it would still take advantage of the massive number of consumers who will watch the game Feb. 3 by launching its "New Day Celebration" campaign as part of Dealer Advertising Association local buys in 55 markets.
The effort, via BBDO, Detroit, is part of Chrysler's strategy to plant its brand flag during four key events this month: Super Bowl XLII, Super Tuesday (Feb. 5), the 50th running of the Daytona 500 (Feb. 17) and the Academy Awards (Feb. 24).
Chrysler will run an animated umbrella spot, "Listen to You," and eight product-specific spots that will highlight a dozen vehicles, including the Chrysler Sebring, Dodge Caliber, Dodge Avenger and the Jeep Commander.
The plan also includes exclusive sponsorship of the new NBC Nightly News Online for all of February, and Super Tuesday buys around NBC's Meet the Press and MSNBC's Morning Joe with Joe Scarborough. Chrysler will also buy local time in the 22 states holding Super Tuesday primaries. Support includes online ads on AOL, Yahoo!, MSN and Google.
Media spend was not disclosed.
"Listen to You" revolves around a boy starting his own auto company and listening to what people would want. The spot closes with the tag, "It's a new day," and sends viewers to a Web site, www.ChryslerListens.com. The theme of listening is also part of the product spots.
"We're moving fast to earn the trust of dealers and customers and prove that we are listening," Deborah Meyer, vp, CMO at Chrysler, Auburn Hills, Mich., said in a statement. "Our intent is to be very strategic with media and online initiatives by being where high volumes of people will go prior to, during or after major events to create a dialogue."