Chrysler Dodge Division & Minnesota Dodge Dealers

The Challenge
Chrysler Motors, its Minnesota Dodge Dealers and national agency BBDO wanted to increase dealer
showroom traffic with qualified traffic, by “bringing the product to consumers” that may not visit a Dodge dealership and bring it in a fun and interactive manner.

The Strategy/Solution
The cornerstone of the campaign was a prominent simulated “Dodge Dealership” display, and “Official Truck of State Fair” sponsorship status of the 4th largest State Fair in country, the Minnesota State Fair. Examples of the promotion overlay were “Cash Back Giveaway” Instant Win Game, where fairgoers would receive up to $1,000 in cash rebates when purchasing a new Dodge, a NASCAR tie-in with prizes, a Minnesota Vikings sweepstakes and player appearances, and a “Weekend Warriors” promotion where fairgoers could win jet skis kayaks, canoes, bicycles and more. A 21 vehicle display with dramatic signage, product specialists, salespeople, comedy skits by actors and information booth, all created to educate, inform, interact and entertain up to 1.7 million Fairgoers.

Results/Testimonials
• State Fair events and promotions successfully moved prospects through the buying cycle. The “Cash Back Rebate” event resulted in incremental 1,000 customers on average into the 175 dealerships over 4-week period. The Dodge State Fair display, which won several “Best Fair Displays”, also included promotions that featured celebrity appearances and borrowed interest tie-ins with University Minnesota Football, Wrangler® Jeans, and the National Rodeo®.
• Over 450,000 Fairgoers visited the Dodge display on average each year
• Dodge State Fair display/promotions helped Dodge attain record sales over the 15 years of Browne+Browne’s event planning, execution and measurement analysis

“Browne+Browne developed excellent marketing and merchandising displays, creating a terrific awareness of our products and extending our branding story.”

                                                         Chrysler Dodge District Sales Manager

“Your agency’s work at our Dodge Dealers State Fair display was quality, professional and helped the Dealer Association have another great year.”

                                                          BBDO Advertising Vice President