WINNER
Title: Launch of Chrysler PT Cruiser
Media Owner: The Daily Telegraph
Head of Commercial Development: Helen Slater
Strategic Planner: Carla Faria
Client: Chrysler
Brand/Product: PT Cruiser
Marketing Director: Steve Gray
Media/Brand Manager: Greg Wapling
THE DAILY TELEGRAPH AND CHRYSLER PT CRUISER
Chrysler launched the PT Cruiser in the UK in July 2000. Due to its unique style and attitude, it was felt users could not be defined in socio-economic terms, but the car had a diverse 'love it or hate it' appeal, which formed the core Chrysler ad strategy for the brand.
The Daily Telegraph devised a campaign where readers were invited to enter a competition to own a PT Cruiser for three months. Winners chosen from four socio-economic groups would chart their progress with the brand and report their views of the car, no matter how good or bad, through Telegraph editorial.
The readers' opinions proved both surprising, funny and unpredictable.
And it generated 5,056 genuine sales leads for the company, as well as high levels of exposure.
