re-launching Chrysler in the UK February 6, 2012Posted by nicholas gill in Chrysler, DCH, Doner, Ypsilon.
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.
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.