Chrysler Makes Drive for Summer Sales

DETROIT DaimlerChrysler’s Chrysler Group today launches what it is calling its largest sales initiative ever.

The summer retail campaign with the tagline “Summer sales drive” will be backed by more than $100 million in incremental media spending, said George Murphy, client senior vice president of marketing. Chrysler is extending interest-free financing for up to 60 months on most of its vehicles through Sept. 2. The company will continue offering cash rebates totaling as much as $4,500 on some new cars and light trucks.

The campaign, from Omnicom Groups’ BBDO, Troy, Mich., will include all three Chrysler Group brands: Chrysler, Dodge and Jeep. It includes more than two dozen TV spots, which were shot at dealerships. They will run during spot media buys. The campaign also includes print and radio, Internet and a 5 million targeted direct mail drop. In addition to the $100 million corporate spend, dealer associations and individual dealers will be putting advertising funds behind the initiative, Murphy said.

The automaker expects its share of voice to be up 20 percent in the next three months vs. the same period a year ago, Murphy said. The campaign is expected to reach 95 percent of the 18-49 demographic, he said.

“During the summer, we think traffic is important,” Murphy said. “We probably haven’t had the share of voice we’d like to have earlier this year.”