5. Chrysler, Fiat Advertising Campaigns
When Fiat began it’s acquisition back in 2009 of Chrysler Group, taking a 58.5 percent stake in the company, they took a company in need of a bailout and turned it around with a great advertising tagline “Imported from Detroit.” Fiat not only needed this campaign to be effective for Chrysler to make a comeback, but also to begin infiltrating the US market with Fiats. Although the iconic commercial “Born of Fire” featuring Detroit native Eminem aired back in 2011, during the third quarter of the Superbowl, it still has resonated in my memory as one that reached into the hearts of American’s at a time when practically everything was being imported. Francois creator of the “Born of Fire” ad campaign said, “the new tagline was created to convey the message that one does not have to cross an ocean to obtain luxury, it's available right here.” Not only were the cars “Imported from Detroit,” but also the cast and crew of the commercial were local and it was entirely shot in the city of Detroit. “Super Bowl advertising is about making a statement and capturing the attention of the audience,” said Olivier Francois, President and CEO, Chrysler Brand and Lead Executive for Marketing, Chrysler Group LLC. " “”Born of Fire” was designed to generate conversation about the brand and the new 2011 Chrysler 200. The spot reflects where the brand is headed and pays tribute to our industrial roots.” It was an ad that spoke not only of Chrysler’s rebirth, but also Detroit’s rebirth. The campaign was very effective receiving reviews such as “chest-pounding,” “defiant,” “redemption,” “comeback.” It also won an Effie and Advertising Age’s “Marketer of the Year” award back in 2012. The campaign has been so successful that Chrysler launched an Imported From Detroit collector’s line with track jackets, baby tees, coffee mugs, and Carhartt gear all featuring the new tagline. When it comes to numbers the commercial put Chrysler on the right track...
Cited: Gutierrez, Diane. "Chrysler Brand Launches New Marketing and Advertising Campaign." Chrysler. N.p., 6 Feb. 2011. Web. 3 May 2014.
Halpert, Julie. "A Turnaround Born of Fire." Automotive News. N.p., 3 Dec. 2012. Web. 04 May 2014. .
"Imported From Detroit | Jacobin." Jacobin Imported From Detroit. N.p., n.d. Web. 04 May 2014. .
Snavely, Brent. "Chrysler Keeps 'Imported from Detroit ' Tagline." USA Today. Gannett, 24 Apr. 2013. Web. 04 May 2014. .
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