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re-launching Chrysler in the UK February 6, 2012

Posted by nicholas gill in Chrysler, DCH, Doner, Ypsilon.
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There’s some exciting things happening at Doner. The first of which is our re-launch of the Chrysler brand to the UK market. We have totally re-developed the brand positioning and strategy that differentiates us in a hugely competitive market. And we have a really compelling integrated campaign that broke last night with a 60’ brand commercial in the ad break of Sky Sports UK coverage of the SuperBowl final. Two more commercials focussing on the Delta and Ypsilon are being edited and we have a range of press and digital work going live from today.

The new brand positioning, ‘Different is what we do’, draws on the American car manufacturer’s grittier, urban, no-nonsense reputation and makes it relevant for the UK market with a range of cars that includes the familiar Grand Voyager and 300C but now embraces the smaller C Class Delta and B Class Ypsilon.

It’s been keeping me and few others somewhat busy for the last 3.5 months. It’s been a blast being a creative partner as well as the planner on this.

Some words on the campaign in AdAge. And yes, the choon is by Jay Z.

Update: 15.02. 

And here’s the new Chrysler Ypsilon ad that was released into the wild this week.

Please note the videos are only viewable in the UK due to music rights restrictions.

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Comments»

1. ewilkoWilko - February 6, 2012

Excellent work


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