Chrysler has launched a £10 million advertising campaign to ‘relaunch’ the brand in the UK market.
The first instalment of the campaign was seen on UK screens during the break in Sky TV's Super Bowl coverage. The advertisement showed a Chrysler 300C cruising around its home city of Detroit before emerging from a tunnel into the streets of Central London, and the company are insisting that the campaign will emphasise Chrysler's 'gritty' and 'urban' reputation.
Called the 'Different Is What We Do Campaign', Chrysler hope it will be money well spent and will see the brand become a main competitor in the UK car market. The Chrysler range in the UK includes its Grand Voyager people carrier, Delta hatchback, and the Ypsilon supermini, with the 300C saloon to follow later this year.
The new campaign, devised by ad agency DCH, will spread to include not just TV advertising, but also press advertising, and online, direct, and electronic marketing.
The Chrysler range in the UK currently begins at £10,695 for the Ypsilon 1.2S. The Chrysler Delta range starts at £16,695 for the 1.4-litre T-Jet 120S, and the entry price for the Grand Voyager stands at £28,225. The 300C will join the Chrysler range later in the year, with pricing and specification details to be confirmed.
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