Creativity

Daimler Chrysler Netherlands: Dodge Rampage

Dutch agency FHV BBDO recently mounted a guerrilla windshield sticker attack combined with street posters, part of an effort to launch the "anything but cute," as it's tagged in the States, Dodge Caliber in the Netherlands.

Published on Aug 29, 2006

Editor's Pick

Dutch agency FHV BBDO recently mounted a guerrilla windshield sticker attack combined with street posters, part of an effort to launch the "anything but cute," as it's tagged in the States, Dodge Caliber in the Netherlands. The campaign, notes ECD Rohan Young, "creates the effect that a crazy ram is running loose in Holland smashing up other cars, with a message, 'Maybe you should buy a real man's car.' " That's quite a knuckle-dragging slogan for the presumably sophisticated, liberated Dutchman, no? "The young Dutch male is typically a sensitive, New Age type of guy," Rohan agrees, "but when it comes to their cars I think we struck a repressed nerve. We unashamedly borrowed that more masculine Dodge 'Grab life by the horns' association, and in the first week of the launch Dodge Netherlands sold around 120 Calibers. The expectation was that it would take well over two months to sell that many."

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About

Credits

Date
Aug 29, 2006
Creative Director:
Rohan Young
Client:
Daimler Chrysler Netherlands
Agency:
FHV BBDO

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