Chrysler in France is a niche market brand that sells 6000 vehicles per year to those brand’s fans in search of a new line.
3 years after the PT Cruiser launch, Chrysler launched the new PT Cruiser Cabriolet in Direct Marketing.
Our idea : capitalize more on the effect that the car has created rather that on the product itself.
The effect? With such a car, it will be difficult to stay incognito… be prepared to be loved by everyone.
The mechanism : You received handwritting love letters from anonymous fans who just worshiped you.
The latest letter was sent with a brochure “revealing” the new PT Cruiser Cabriolet : “It will be difficult to stay incognito”.
This direct mail campaign was relayed with a viral online marketing campaign, under the same principle of love emails from admirors.
Finalist in Cannes Lions, Gold awarded at John Caples, Won a Crystal in meribel, etc…. this DM campaign, was very successful, we sold all the cars and received hundreds letters back….
