strategy works campaign: dodge dart
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THE GAME CHANGERSUNVEILING THE ALL NEW 2013 DODGE SEDAN
Agenda
• Charge
• Target Market
• Primary Research Findings
• Competition
• Positioning
• Campaign
• Budget
Charge
• Use the Sedan to make a name for Dodge in the C-
segment market
• Reposition Dodge as more youthful and refined by
targeting Millennials
• Do not alienate Boomers
• Goal to sell 130,000 units in peak year
Market Trends
• Small cars are perceived as “fun and
affordable”
• Manufacturers are adding advanced
technologies and refinements to small cars
• Enhancing safety, reducing exhaust emissions
and improving overall operating efficiency
• 40 MPG is the new 30 MPG
Source: Edmunds, Auto Mobile Mag,http://www.4voices.org/5-new-car-trends-for-2012.html
Millennials
• Size: 72 Million
• Look for brands that exhibit
purpose and
responsibility, have a
meaning behind them
• Believe technology is the
number one distinguishable
generational attribute
• Expect a greater level of
customization
• Prefer products that are
tools rather than toys
Source: Dodge, Nielsen
Millennial Trends
• Desire High-Tech Cars
• Millennials want the technology in their cars to
be as advanced as their smartphones
• GPS and a port to plug in their digital music
players, should be standard options
• Being connected = a feeling of success and
status
• Desire Space-Efficient and More Customizable
Vehicles
Source: Frost & Sullivan, Wakefield
Millennial Car Purchase Influences
• Prior Brand Experience
• Test Driving
• Advice from Friends/Family
• Online resources (objective information)
• Edmunds.com
• Consumer Reports
• Kelley Blue Book
Source: Primary Data
Millennial Decision Making Process
Source: Primary Data
Consult family and friends about their brand experiences and opinions.
Choose their most important attributes in a vehicle.
Research vehicles that fit their “ideal” image based on the chosen attributes.
Narrow down choices to roughly three.
Visit dealerships for test drives and hands-on experience.
Make purchase decision.
Target Market
Demographics
• Young Professionals
• Currently Employed• 53 million
• Graduated from College
• No children
• Residing in Urban and Coastal Regions
• Roughly Ages 22-30
Characteristics
• Main decision maker
• Constantly on-the-go
• Depend heavily on phone
Source: U.S. Census
Research Objectives
• Discover where Dodge is currently positioned in
the minds of Millennials compared to
competition
• Gather opinions and importance weight of
various attributes relative to the car purchase
process
• Gain insight to the main influences on
Millennials during their decision process
Primary Research
• Survey • Sample Size = 243
• Respondents
• 62% female
• 38% male
• Average age: 26.4
• Range: 18-30
• In-depth Interviews• Sample Size = 10
• Respondents
• 60% female
• 40% male
• Average age: 24
Source: primary data
Important Attributes for Millennials
Source: primary data
Attribute Mean Importance
Reliability 8.33
Price 7.86
Safety 7.65
Appearance 7.63
Fuel Efficiency 7.25
Brand Reputation 7.05
Technology 6.84
Ratings based on 1–9 Likert Scale
Current Dodge Brand Perception
• Current Brand Perception
• Poor familiarity rating: 4.48
• Poor opinion rating: 3.78
• Dodge Associations
• “Ram”
• “Trucks”
• “Not reliable, waste of money”
• “Red Neck”
• “Durango, poor quality, Chrysler”
• “Bigger vehicle, trucks, look like tanks”
Source: Primary Data
Our Solution
• Benefit from the launch of the completely new
2013 Sedan as the first Dodge in C-Segment
class
• Use the new Sedan to create a new image for Dodge
and in turn increasing opinion and familiarity ratings
• Leverage New Innovative and Advanced Dodge
Technology
• Capitalize on Stylish Appearance
Source: primary data, CNBC
Dodge Sedan Features
Competition
Key Competitors
Source: Polk
Attribute Association Among Competitors
Attributes Importance Ford Honda Hyundai Volkswagen Dodge
Reliability 8.33 6.07 4.90 6.91 5.95 5.22
Price 7.86 6.29 5.47 6.56 5.61 5.02
Safety 7.65 6.54 5.02 6.79 6.27 5.47
Appearance 7.63 6.04 4.68 5.76 5.78 5.03
Fuel
Efficiency 7.25 5.54 5.46 6.82 6.35 4.41
Brand
Reputation 7.05 6.69 4.56 6.64 5.81 5.15
Technology 6.84 6.17 5.20 6.11 6.16 5.02
Source: Primary Data
Dodge’s Right-to-Win
Appearance
• 96 color and trim combos
• Dodge signature LED racetrack tail lamp
• Premium soft touch interior
Technology
• 8.4-inch touch screen
• 7-inch customizable cluster display
• Heated Steering Wheel, Rear back-up camera, Blind Spot Monitoring and Rear Cross Path Detection
Source: Dodge
Consumer Reports
Appearance: 25%
Technology/Innovation: 17%
Technology importance has increased 2% since 2010
Our Positioning
The Dodge Sedan embraces a
stylish appearance and state-of-the-
art technology.
Source: primary data
Campaign Emotion
Connectedness
friends, family, technology, work
Prepared
Independent
Confident
Secure
Accomplished
Source: Primary Data
Campaign Theme
Connection.
• Connection through technology, family, friends.
• Millennials want to feel connected at all times.
Dodge Campaign
• One year
• Budget: $100,000,000
• National and Local
• Key Geographic Areas
• Chicago
• Detroit
• Northeast
• Florida
• Texas
• California
TimelineJanuary 9th,
Auto Show Reveal Dealer Rollout
December
2011
January
2012
February
2012
March
2012
April
2012
May
2012
June
2012
July
2012
August
2012
September
2012
October
2012
November
2012
December
2012
Teaser
Online
Banners
Superbowl
Commercial
Dodgeball
Tournament
Dodge Tailgate
Tour
Dodge Tour Holiday Campaign
Design Your
Dodge
Teaser
Commercial
Simulation
Vehicle
Traditional
Media
How the Grinch Stole
the Sedan
PurchaseConsiderationInterestAwarenessPre-
Awareness
Pre-Awareness
Objective
Spark Initial Interest
Gain followers on our social media sites
Timing
December 2011
Pre-Awareness
Pre-Awareness
December
2011
Teaser
Online
Banners
Teaser
Commercial
Teaser Banner Ad
Placement on news, gossip, and sport websites
Source: primary data, mediamark
Pre-Awareness
Teaser Options
Pre-Awareness
Teaser Commercial
Placement on Dexter, Tosh.O, The New Girl, RHW Source: mediamark, primary data
Pre-Awareness
• Utilize current Facebook
page
• Provide an outlet to notify
followers of upcoming
events
• Contest for the most
creative & quirky tagline
• Over 51,000,000 visits each
month
• 65% of 18-29 year olds use
social networking sites
Source: comScore, Pew Research Center
Pre-Awareness
Pre-Awareness
• Potential for extreme engagement/increased followers• Volkswagen: 52% engagement
• Linked to a live unveiling of the new VW, which was teased during a Super Bowl ad
• Old Spice: 36%
• Sales up 170% for month
• Ford: 34%
• Tweet linked to exclusive Spy Photos
of the new Ford Mustang
• 18% of 18-29 year olds use Twitter
Source: CNBC, Pew Research Center
Pre-Awareness
Dodge Updates on YouTube
• Live news feed for Auto
Show Reveal
• Share news coverage on
Dodge Sedan
• Home for TV commercials
• 92% of 18-29 year olds
have used video-sharing
sites
Source: comScore, Pew Research Center
Pre-Awareness
Microsite
Pre-Awareness
Y.O.U. ConnectedYoung. Organized. Up-to-date.
• Organizer/Networking tool• Calendar
• To-Do Lists
• Daily advice columns from professionals in various fields
• Track local activities• Festivals, volunteer
opportunities, etc.
• “Top 25” App on iTunes
Pre-Awareness
AwarenessObjective
Create Positive Associations with Dodge
Timing
January – February 2012
Awareness
Pre-Awareness
December
2011
January
2012
February
2012
Awareness
January 9th,
Auto Show Reveal
Teaser
Online
Banners
Superbowl
Commercial
Teaser
Commercial
Simulation
Vehicle
Dodge Simulation Vehicle
• Dodge Sedan revealed at
January 9th Detroit Auto
Show
• Full interior
• Interactive features
• Dashboard
• Touch pad
• Plug in their own music
Awareness
Inside Simulation Vehicle
Super Bowl Commercial
Awareness
Why Super Bowl Commercial?
• 100 million plus viewers
• The tremendous brand-building power of the Super Bowl
itself doubles the (ROI) returns
Source: Adweek
Awareness
InterestObjective
Gain “information seekers” on our Sedan
Timing
March 2012
Interest
Pre-Awareness
December
2011
January
2012
February
2012
March
2012
Awareness
January 9th,
Auto Show Reveal
Teaser Online
Banners
Superbowl
Commercial
Teaser
Commercial
Simulation
Vehicle
Interest
Dodgeball
Tournament
Dodgeball Tournament
Interest
Dodgeball Flyer
• New York
• Los Angeles
• Chicago
• Dallas
• Houston
Interest
Dodgeball Tournament
Dodgeball Event
Interest
Microsite
Interest
Interest
ConsiderationObjective
Have the Sedan be top of mind in reference
to C-segment vehicles
Timing
April - May 2012
Consideration
Pre-Awareness
December
2011
January
2012
February
2012
March
2012
April
2012
May
2012
Awareness
January 9th,
Auto Show Reveal
Teaser
Online
Banners
Superbowl
Commercial
Teaser
Commercial
Simulation
Vehicle
Interest
Dodgeball
Tournament
Dodge Tailgate Tour
Design Your Dodge
Traditional
Media
Consideration
Magazines
Source: Mediamark
Consideration
Print Advertisements
Consideration
Print Advertisements
Consideration
Online Advertising
Source: Mediamark
Consideration
Online Advertising
Consideration
Online Advertising
Consideration
Hulu
• Over 24,000,000 views each month
• Only 35% of Millennials say they watch TV episodes live
Source: comScore
Consideration
Design Your Dodge
• Research App• Help Millennials stay connected
at dealership
• Having all purchase information available
• Interactive dash board that people can customize and see what its capabilities are• Price-drop alerts
• Live chat w/ representative
• Zoom in on the touch screen
• 360 view of car: interior and exterior
• “Top 25” App on iTunes
Source: Wakefield, Microsoft
Consideration
TV Shows
May-August
• ESPN
• NBA Finals
• MLB games
• Summer Olympics (July
27th-August 12th)
September-December
• Sunday Night Football
• Monday Night Football
• Grey’s Anatomy
• Family Guy
• The Office
• Tosh.O
Source: Mediamark
Consideration
PurchaseObjective
Reach our goal of 130,000 units
Timing
June - December 2012
PurchaseJanuary 9th,
Auto Show Reveal Dealer Rollout
December
2011
January
2012
February
2012
March
2012
April
2012
May
2012
June
2012
July
2012
August
2012
September
2012
October
2012
November
2012
December
2012
Teaser
Online
Banners
Superbowl
Commercial
Dodgeball
Tournament
Dodge Tailgate
Tour
Dodge Tour Holiday Campaign
Design Your
Dodge
Teaser
Commercial
Simulation
Vehicle
Traditional
Media
How the Grinch Stole
the Sedan
PurchaseConsiderationInterestAwarenessPre-
Awareness
Dodge Tailgate Tour
• Travel to popular Summer 2012 events promoting the new
Dodge Sedan
• Music Festivals
• Food Festivals
• Athletic Events
• Simulation Vehicle
• Tent with Giveaways
• Advertise with local
news and radio
Purchase
Tour Target Cities
Purchase
Tour Target Cities
Purchase
Sports Promotions
• Pre and Post Game Reports
• Billboards on stadium walls
• Advertise on Fantasy League
Sites
• Simulation car at stadiums
• Advertise with local radio
stations
Purchase
December Auto Sales
• Car sales (excluding SUVs) manufactured in North America were 22.7% higher on average in December than in November
• December incentive programs, makes this the best car buying time for consumers
Source: econbrowser
Purchase
Holiday Print Ad
Purchase
Holiday Print Ad
Purchase
Purchase
Holiday Print Ad
Purchase
The Grinch Stole the Sedan
• Similar to the Dodge
Journey Search
• 4 Sedans hidden in
metropolitan cities
throughout the country
• Provide Holiday related
clues
• “Download the holiday
themed Y.O.U. Connected
App for the latest clue”
Purchase
The Grinch Stole the Sedan
Advertisements
Purchase
Budget
Awareness Interest Consideration Purchase
44,217,687 21,666,666 6,500,000 130,000
74% 49% 30% 2%
Budget
Simulation Vehicle $ 250,000
Online Banner Ads $ 1,750,000
Social Media $ 4,250,000
Commercial Production $ 1,250,000
Super Bowl Commercial $ 4,500,000
Events $ 5,650,000
Sports Sponsorships $ 20,130,000
Print Ads $ 17,250,000
Commercials $ 40,000,000
Grinch "Stolen Car" $ 2,100,000
Mobile App $ 1,375,000
Misc $ 1,495,000
Total: $ 100,000,000
Simulation Vehicle
Online Banner Ads
Social Media
Commercial Production
Super Bowl Commercial
Events
Sports Sponsorships
Print Ads
Commercials
Grinch "Stolen Car"
Mobile App
Misc
WRAP IT UP
• Overall goals
• Position
• Most impt. tactics
• How everything plays
off emotion
Appendix-Dodge Tour
May
Detroit, MI The Detroit Downtown Hoedown, The DEMF /
Movement / Fuse-In electronic music festival
Columbus, OH Rock on the Range
NYC, NY Bike New York , Ninth Avenue International
Food Festival
Myrtle Beach, SC Mayfest on Main
Charleston, SC Angel Walk, Lowcountry Splash
Houston, TX Cinco de Mayo Celebration
Los Angeles, CA Pasadena Marathon
Appendix-Dodge Tour
June
Chicago, IL Chicago Country Music Festival, Taste of
Chicago, 13.1 Chicago Half Marathon
Philadelphia, PA First Union US Pro Cycling Championship,
First Union Liberty Classic
Washington D.C Fort Reno Summer Concert Series, National
Race for the Cure
Memphis, TN Bonnaroo Music Festival
Orlando, FL Champions Mud Bash, Run for Her Life 5K
Race, ORC Race into Summer 5K Race
Tampa, FL Picnic Island 3.6 Mile Adventure Run
San Diego, CA Ocean Beach Street Fair and Chili Cook-Off ,
San Diego Marathon
Appendix-Dodge Tour
July
Boston, MA Boston Harborfest
Miami, FL Funkshion: Fashion Week Miami Beach,
Miami Spice Kickoff Event and Fundraiser
Dallas,TX Goatneck 100k Bike Race
San Francisco, CA San Francisco Marathon
Milwaukee, WI Summerfest Music Festival
Professional Sports Seasons
PurchaseConsideration
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