The New Chrysler is announcing a grassroots initiative to involve its dealer partners. The company is looking to draw from their creative energy and product knowledge of Chrysler, Jeep and Dodge vehicles, in order to highlight the company’s recently announced Lifetime Powertrain Warranty.
The competition is designed to identify the dealership that produces the most creative and informative Lifetime Powertrain Warranty-themed television commercial. The 30-second commercials will be judged by each dealer’s local Business Center. In turn, each of the eight Business Centers from across the U.S. will review the dealers’ commercials and select eight semi-finalists. One national dealer will then be chosen by a panel made up of Chrysler and BBDO Detroit representatives.
Commercials will be critiqued for originality, creativity, style and positioning. Ads will also be judged on the ability to capture viewers’ attention, emphasis of the Lifetime Powertrain Warranty and unique product presentation. Any Chrysler, Jeep or Dodge dealer in the US is eligible to enter, and the commercial entries must be submitted by 9/21.
Christine MacKenzie, Executive Director – Multi Brand Marketing & Agency Relations, Chrysler added, "This competition is also a wonderful way to reward our dealer partners with incremental TV advertising."
Both the winning dealer and seven semi-finalists will be awarded with media co-op advertising at a grassroots level. In addition, the national winner will be acknowledged at the Dealer Announcement show in October in Las Vegas.