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Chrysler Imported From Detroit Campaign
Transcript of Chrysler Imported From Detroit Campaign
The Golden Years
First Automobile driven
Chrysler Corp. started
4th Largest City
Manufacturing Jobs Booming
“Imported from Detroit”
"Born of Fire" Commercial
Chrysler Commercial Ad Campaign
YouTube Channel Promotions
Hierarchy of Effects
Lavidge & Steiner (1961)
Detroit story as a brand
Chrysler defined by its roots
This is the Motor city. And this is what we do...
Imported from Detroit
Americans like to get behind those that are trying to protect their future
Chrysler sold 1.4 million cars and trucks in the US
Supporting a hardworking city
Product Match-Up Theory
Origin = Detroit
Source Theory –
Meaning Movement &
Elaboration Likelihood Model = Central route
Objectives of Campaign
Change perception of Chrysler in consumers' minds
Positive Word of Mouth/Buzz Marketing
Boost Sales and Profits
"Imported from Detroit"
"Born of Fire”
“Half time in America”
“Super Bowl advertising is about making a statement and
capturing the attention of the audience”
Emphasis on hard work and American Values
Connection between Detroit and Chrysler
Chrysler’s use of ethos
Over the past three years sales have increased by 54%
Won the North American Grand Effie Award
Won Gold Lion for Best Automotive Commercial
Led to increased ‘buzz score’ on YouGov Brand Index
Bob Dylan: Legendary Rockstar/ Counterculture Icon
American Pride Theme
"Imported from Detroit" --> "America's Import"
First Chrysler Automobile
“I don't believe in using celebrities and famous people just for the sake of it... Their story has to make sense in the story of the ad.” - Chrysler CMO
Continue the “America’s Import” campaign
New celebrity for the 2015 Super Bowl Ad
Use him as a Brand Ambassador
Chrysler - "Imported from Detroit"
Detroit - "The Motor City"