Dealers Get Big Boost

DaimlerChrysler plans to spend as much on a campaign touting its Five Star dealers as it would for a new product launch, according to senior vice president of marketing Bud Liebler.
Crafted by FCB Worldwide, Southfield, Mich. (formerly Bozell), the campaign breaks this weekend and includes five 30-second TV spots, four print ads and a radio component.
Spending was not disclosed but, given Liebler’s analogy, could be about $50 million.
In one commercial titled “Keys,” a set of car keys is tossed throughout the dealership from employee to employee and department to department until it finally reaches the salesperson–just as the customer is walking through the door to pick up his vehicle.