How to launch a new car brand and make a hit with internet marketing : Dodge did it. The Ram (belier)Syndrom
Paris, September 14th, e- commerce Convention Via Venture is with Come&Stay (Marc Defensant CEO) and DaimlerChrysler France (Frederic Amar Medi Manager) - Agency Proximity BBDO
All started in Spring, a panel of 1,5 + 1,3 mio french internet users received an email . The were invited to participate to a game, to register and possibly win a plasma TV.
Those users were selected by Come&tay based on "Opt in" data base because they had traveled in the USA, had bought a US car in the past or have intention to buy a new car in short future
100 000 did first respond to the email then they were regularly directed on the mini site showing video teasers ( see 1,3 and final) and could invite other friends and relation to participate. By the end of the Video schedule 180 000 were registered with detailed info and 30 000 required an invitation to visit a french dealer and discover the Dodge Caliber.
This campaign showed a 4 % registration. With a budget of 300 000 Euros, the cost of eligible contact in only of 12 Euros which very little in comparison with a traditional Media Campain on TV, Press, Radio.
As of today the objective of selling 1600 cars is overpassed with a 5 month waiting list for buyers. The next step of french public awareness on the Dodge brand will be on the Mondial 2006 this autumn in Paris
Emmanuel Facovi for Via Venture.