• by Staff Writers , September 5, 2008

Finalist - Multicultural Media

Turner: Katherine Johnson, senior vice president, marketing & promotions; Katie Lucey, manager; Carey Smith, account executive. Global Hue: Dennis Castille, vice president, account director. Global Hue: Fernando Hildebrand, account supervisor.

In a time when it's challenging to get consumers to sit through ads, Chrysler does a good job of capturing its target audience's attention by blending use of the Town & Country minivan into Tyler Perry's House of Payne program scripts. The seamless integration adds to the program's humor. But the real strength of this campaign is its integrated approach of using on-air, online, video-on-demand and mobile content to extend the brand's presence beyond the TV program. It captures consumers wherever and however they choose to interact, giving the consumer control over their relationship with the brand. It's no surprise that IAG Research reports this campaign as being much more effective than standard Chrysler ads.