How does a car company connect with both consumers who seek out the brand and those less inclined to?
How does a car company connect with both consumers who seek out the brand and those less inclined to?
2 PagesProblem How does a car company connect with both consumers who seek out the brand and those less inclined to? Solution Use strategically placed out of home formats to reach people where they socialize. Background Dodge, a well-known automotive company, was unveiling the 2011 models for the Dodge Charger and the Dodge Durango at the New York and Chicago Auto Shows. The company needed to make a large impact in both cities prior to and during the auto shows. Objective Dodge wanted to drive consumers and automotive enthusiasts to the New York and Chicago Auto Shows while building buzz and brand exposure for the Dodge brand. Due to the highly cluttered advertising landscape in both cities, the campaign needed to maximize impact using primarily non-traditional formats. Stra
