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Dodge Ads Have an Edge: Brand Hopes to Lure Young Buyers

Posted on: Saturday, 25 March 2006, 06:00 CST

By Kortney Stringer, Detroit Free Press

Mar. 25--If a dog has never mooned you, this weekend could be a first.

On Sunday, Chrysler Group's Dodge brand plans to launch its Anything But Cute advertising campaign for its 2007 Dodge Caliber compact.

The campaign includes a TV ad called "Moon Dog," in which a big mutt sticks his doggy derriere out the window of his owner's shiny black Caliber to the horrified dismay of other, much smaller dogs -- as well as some viewers, no doubt.

The campaign, which includes five TV spots created by ad firms BBDO Detroit and Southfield-based GlobalHue, is somewhat off-color and features TV and print ads as well as online games and advertising to target the elusive and coveted single, 25- to 35-year-old audience.

The Dodge campaign illustrates just how tough it is for advertisers to grab the attention of the young adult market. Though customers in general have grown tired of traditional advertising, young adults in particular tend to resist overt marketing messages.

"They prefer brands that are perceived as hip and popular but not too commercial," said George Murphy, Chrysler's senior vice president for global marketing. "One of our keys to success will be connecting with consumers on their terms using their technology."

To that end, Dodge said it's allocating 20% of its Caliber ad budget to online and gaming. Caliber information and games will be found on Web sites such as the Onion at www.theonion.com, Daily Candy at www.dailycandy .com, www.myspace.comv and www.friendster.com.

Dodge's edgy TV ads will begin airing during such TV shows as "Desperate Housewives,""Law and Order,""West Wing" and "Grey's Anatomy."

One commercial, "Too Tough," features a little fairy who waves her wand to make everything cute, but she is flung against the wall when she attempts to work her magic on the Caliber.

Another spot, "Copier," shows a Caliber with its rear end parked on an office copy machine.

The Anything But Cute campaign is just one step Dodge is taking to attract young adults, who aren't typically considered regular Dodge customers. In addition to the ad pitches, Dodge -- Auburn Hills-based Chrysler's best-selling brand in terms of volume -- sent representatives to dealerships around the country to help them approach the new crop of young clientele the Caliber is expected to attract.

The Caliber, for which Dodge said it already has 23,000 dealer orders, is arriving at dealerships. The car, which starts at $13,985, will come with such innovative features as a cooled beverage storage area in the glove compartment, cupholders with glowing blue rings, flip-down speakers in the back for tailgating parties and an iPod holder in the armrest. And dealers sell customization kits, which are popular among some young car buyers.

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Copyright (c) 2006, Detroit Free Press

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Source: Detroit Free Press

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