Client:

Northern Ohio Chrysler Dealer Group

Task:

Develop Dealer-centric monthly promotions

Executives:

Brag Hartig: Video editor

 

What is unique about this creative is that we’ve reversed the focus of the ads. Instead of adhering to the traditional tier2 ad strategy of promoting the vehicle and pushing a universal tag on broadcast TV (e.g. “see your local Chrysler dealer nearest you…”) we decided to make each spot look as if it were a local dealer spot. We air the TV creative in each dealer’s local cable zone. Each dealer is able to advertise their own price and location, and their money is spent fairly in accordance to the size of the cable zone each dealer is located in. The dealers love it.