Chrysler’s “Imported from Detroit” has received critical praise and accolades ever since its premiere at the 2011 Super Bowl, but all the awards in the world don’t mean anything if the campaign isn’t translating into more sales. Two years later, Chrysler can now say definitively that “Imported from Detroit” has paid off for the company in a big way.
According to Chrysler President and CEO Saad Chehab, the Chrysler brand sales went up 36 percent from 2011 to 2012, and Chrysler sales were up 100,000 units in 2012. Their goal was to see a 40 percent year-over-year growth with the “Imported from Detroit” campaign before then adding a new Chrysler 200 in 2014 and a new Chrysler 300 in 2015, and so far, it looks like they will easily meet that goal.
Why was “Imported from Detroit” such a success? For one, it was a beautifully unified campaign. Every ad fit together as far as the look, the music, and overall message. The original ad with Eminem was a solid base for them to build on and feature some of Detroit’s local heroes. Beyond that, the message of the campaign hit a chord with Americans. In a time when our country was struggling, this ad was a message of hope. It encouraged car buyers to support their own and to be a part of reviving Detroit. Americans weren’t just buying a car, they were helping their own. This is what the “Imported from Detroit” campaign was all about.
Watch the original Chrysler 2011 Super Bowl ad here:
Readers, we want to hear from you! Did the “Imported from Detroit” campaign make you more likely to check out Chrysler? Which new Chrysler model are you looking forward to the most? Leave a comment below, and let us know what you think!
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