When Dodge launches the campaign for its first crossover vehicle, the 2009 Dodge Journey today, it will feature one of the largest digital launch strategies in Chrysler history. The campaign, which will introduce the new tag, "If you can dream it, do it," focuses on the Dodge Journey’s combination of features, versatility and flexibility.
Building on the theme "If you can dream it, do it," the TV spots use two general market ads and two multicultural spots — one targeted at African-Americans and the other for Hispanics. The spots will feature the world’s longest water slide at nearly 700 feet, animated people, a man climbing the ladder of success and a woman who meets her ideal man after winning over his dog. A third spot stars members of the U.S. Women’s National Soccer Team.
The two general market spots will run on programs such as "Heroes," "30 Rock," "Grey’s Anatomy," "My Name is Earl," "House," "CSI:," "Dancing with the Stars" and "Dateline" as well as on a number of cable and sports
The African-American spots will air on BET, the NBA Playoffs, "Girlfriends" and "Everybody Hates Chris." Hispanic ads will appear on Telemundo, Univision and Galavision.
The interactive programs include homepage takeovers of AOL, Yahoo! and MSN on April 8, 11 and 12, respectively, with behavioral targeting on HGTV, Univision, Tremor Media, Revenue Science, and Car and Driver.
The Dodge Journey will also be visible on travel, wellness, finance, sports and entertainment Web sites that include ABC, NBC, CBS Sportsline, NHL, TNT NBA, Sports Illustrated, BET Awards and Billboard de la Musica Latina.
Dodge will also embark on a mobile marketing tour in April. Dodge will also launch a unique promotion in partnership with Time Inc., called "Dodge Journey of a Lifetime." Promotional cards will appear in 5/12 issues of Time publications, including Time, People and Sports Illustrated, and the May 9 issue of Entertainment Weekly.
Print includes two different executions, will begin appearing in the May issues of health and wellness, entertainment, sports and automotive enthusiast publications that include People, Newsweek, Sports Illustrated, Time, ESPN, US and Car and Driver.
The Dodge brand’s AOR is BBDO Detroit. The general market campaign was developed by BBDO NY and the multicultural campaign was created by Global Hue. Organic handles all of the brand’s online and Web activity.
RBR/TVBR observation: We checked with on why there was no radio included, at least in the press release from Dodge. Lo and behold there is radio—but only Hispanic multicultural. But the short answer is often when a new vehicle is being launched, they want consumers to see it, at least in the first line of promotions.