Chrysler launches Crossfire with integrated push

LONDON - Chrysler UK is using an integrated DM campaign to push the launch of its new two-seater coupe, which arrived in showrooms earlier this month.

The activity is through new media-neutral planning start-up Langham Works, the result of a merger between MBO London, which previously held the account, and DLCF.

It follows a 12-month pre-launch campaign to raise awareness of the new model, in the face of other launches into the sector such as the Nissan 350Z and the BMW Z4.

The pre-launch push involved on and offline activity to potential customers, which saw prospects register their interest via a dedicated microsite, and receive regular updates on the progress of the Crossfire's development and specification.

Throughout the period, they were urged to visit their local dealer to place a deposit and ensure delivery of a car at the launch.

The campaign meant that order books for the new car are full for the next six months, according to the company.

Steve Gray, marketing director of Chrysler in the UK, said Crossfire was an extremely important launch for Chrysler in the UK. "Because of its striking looks it will help to define the Chrysler brand in the UK for years to come. We had a business objective to launch with a full order book, and the pre-launch programme has performed beyond our expectations. We have raised production levels for the UK market to cope with the demand for the car."

The multi-media campaign reaches its final stage this week with an invitation to new Crossfire owners to take a special driver's trailing course with the Institute of Advanced Motorists set up by Chrysler Jeep.

The success of the initial campaign to launch the Crossfire has ensured that Langham Works has been retained to work on phase two. This will consist of a DM campaign to keep customers awaiting delivery of their new car interested in their new purchase.

Jeremy Taylor, founding partner of Langham Works, said: "The Crossfire launch has been one of the most satisfying projects to work on for us in our relationship with Chrysler Jeep. It's been great to work with such an original car, and we have demonstrated that relationship marketing techniques can genuinely work to build a kind of ownership equity, ahead of even driving the car."

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