The 2000 RSVP Awards Automotive Products & Services
GOLD – Best in Canada
Campaign: Chrysler PT Cruiser Handraiser Program
Art Director: Steve Roper. Copywriter: Matthew Daley
‘Few brands push the envelope of conventional design quite like Chrysler. When the company launched the daring and innovative PT Cruiser, it was immediately apparent that the proverbial envelope hadn’t just been pushed – it had been torn to pieces.
In the nine months leading up to the May launch, Steve Roper, Matt Daley and Jeff Kess, created a campaign to attract prospects. Using simple cool images, the company promoted the PT Cruiser on billboard and transit ads, in magazines and on Web banners, gradually building excitement.
All the advertising included a call-to-action, either a 1-877 number or Web addresses – www.waycoolcar.com – that cemented the brand’s identity. These efforts built a strong database of “handraisers”, who were then targeted with a three-phase direct mail effort.
The first mailing, using a large exclamation mark, emphasized the fun aspect of the car. The second included exclusive information to keep prospects interested, and the third – which included a PT Cruiser key ring – invited customers to take a test drive. The key was to make recipients feel as if they were part of something exclusive and special.
The program attracted the right target – young, urban and hip – as conceived by Steve Roper, Matt Daley and Jeff Kess, giving the brand a certain cachet with a traditionally atypical Chrysler audience’.
The Canadian Marketing Association. 2001.