SHARP and 438 make Chrysler part of the family

SHARP and 438 have launched a summer experiential campaign for Chrysler.

Aiming to increase awareness of Chrysler’s family vehicles, the activity kicked off with a number of activities centred around National Family Week.
The campaign, running under the headline banner of “Chrysler. Part of the Family”, has supported fun-packed, family events nationwide.

Running throughout the recent Whit half term, venues included a number of city-centre shopping centres, municipal parks, national heritage sites and sports grounds including Twickenham and the City Ground in Manchester.

National media underpinned the events with integrated campaigns running on This Morning, Heart FM featuring Mum and daughter Janet Ellis and Sophie Ellis Bextor and within the Daily Mail.

To leverage the events further, an affinity was struck with Hasbro to offer toys and games to add to the family fun experience.
The campaign is already achieving excellent results with over 30,000 returns to date.

Nigel Land, marketing director of Chrysler says: “Working in partnership with two agencies is really allowing us to challenge both our strategic and creative approach to live marketing. This enables us to speak with relevance to our tightly-defined target audience groups and ensure we use the correct channels to amplify our marketing investment.”

This is the latest activity in a programme of experiential work Sharp and 438 are developing for Chrysler which will culminate in a major campaign planned for Jeep during the Autumn.

Said to be centred around ‘Life’s Ultimate Adventure’, the campaign planning is well underway and will help prepare the ground for the brand’s launch of the all-new Grand Cherokee in 2011.