• by Karl Greenberg , May 8, 2007

Chrysler Group is going to try a new campaign for its eponymous brand with creative that attempts to link the vehicles in Chrysler's lineup under a brand theme of stylish products, agile performance, refined quality and the confidence of being proud without being arrogant. The new tag-line: "Engineered Beautifully."

Dave Rooney, director of Chrysler Marketing and Global Communications, says the campaign follows several new vehicles over the past year, including a redesigned Pacifica crossover, the Aspen, and a redesigned Sebring sedan.

He also says that consumer perception of Chrysler product quality lags reality--not an uncommon condition in Detroit.

He says the new campaign is intended to encompass the idea that Chrysler offers "superior engineering and stunning design built around customers' needs at a price that will surprise and delight."

The integrated campaign comprises a raft of new TV spots, print ads, outdoor, events, Internet elements and direct marketing and promotional efforts.

The first spot is a 60-second brand advertisement touting Chrysler technology and using computer-generated images to show interior and exterior features of the 300 sedan, Aspen, Sebring convertible and Town and Country minivan. It closes with the entire Chrysler lineup and the tag, "Engineered Beautifully."

The effort breaks tonight on "Boston Legal." The network and cable media buy includes the finale of "Grey's Anatomy," "Office," "The Tonight Show," "Dancing with the Stars," as well as ESPN and the Food Network.

Susan Thompson, senior manager, Chrysler Global Brand Communications, says the look and feel of the ad is reflected in all of the campaign elements.

Voice over touts power and fuel economy, the MyGIG entertainment system in Chrysler Group vehicles; and stability control technology. Ads conclude with the voiceover, "It's the way our vehicles come together that sets us apart," and the tagline "Beautifully Engineered."

Ads to follow the national brand advertisement include an ad on fuel economy of the Chrysler Group fleet, individual product spots, and regional dealer ads. All of the ads feature the same voiceover and music.

Thompson says print ads will run in buff books, home and lifestyle books, golf titles, tennis, food and wine, and a variety of business magazines during the summer and fall, when the 2008 Town and Country minivan is scheduled to launch.

"Phase of the national TV campaign will include two new spots, one for 300 and Town and Country. The Town and Country launch will include diversity programs targeting Hispanics, African Americans and Asians.

She adds that the print executions for the "Engineered Beautifully" campaign will vary in tone--literally--depending on the magazine.

"They will be in great, bold colors, and interchangeable, depending on publication," she says. "They will be in bright colors if it's a design or style book. In business publications they will have a darker background." The upper right-hand corner of the ads will feature technology notes describing features and refinements.

Per Thompson, Chrysler also will run a newspaper print effort in which a Chrysler Sebring coupe changes to a convertible as one moves from one page to the other. The ads will run along the bottom of the page. A separate buy in The New York Times puts the ad on the right-hand margin of several pages, so the vehicle's hood lifts and retracts convertible-style as one turns the pages.

Outdoor billboards in bright colors for the Sebring convertible feature headlines like "Everything under the sun," and "Top this."

Chrysler is also doing a launch promotion for the Sebring convertible via a deal with Hearst magazines, Macy's and Dior. Chrysler is running a six-page spread in June Hearst magazines that encourages consumers to download a Macy's gift certificate for Dior. Dealership test drivers can redeem a coupon for Dior perfume.

Chrysler will also have a heavy involvement with golf, sponsoring the Chrysler Golf Championship, bringing the Sebring convertible to 12,000 local events, and eight regional events, offering 20,000 ride and drives.