Dodge is a large car. Yes indeed…
The brief was to sell the first Dodge family wagon, while strengthening the macho image of the brand at the same time.
Positioning it just as a macho car would not have done the trick, so they went all the way to the other end. Baby involvement!!!
As test-drive is the main tool for actual selling, then this campaign encourages to test-drive. Instead of picnic baskets or free opera admissions they simply ask test drivers to test the rear seat and make babies. Personally I do not find any other reason why to climb into it.
Idea itself is nothing new, but the image speaks for it self.
Although I’m not really certain that besides many adventurers in the back seat and 72 babies, they managed to create actual increase in sales numbers. Perhaps now after 9 months, when all those babies need a ride… so skip the idea this being a call to test drive and take it as a long term image campaign.
Read the case study here.
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