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The market launch campaign for Dodge in Germany is clearly aimed at men. The platform for all communicative measures is the Web special. To communicate the advantage of Dodge cars clearly, in the first phase, the site only sells novel products that men might need when they no longer need to fiddle around with tuning and screws thanks to Dodge. These include hand grease for dirty hands or Gas-O-Liné for that mechanic smell, all of which are presented via an unusual navigation by Miss Czech Republic. In the second phase, users are familiarised with the brand in a fun way via various tools and gimmicks on the site. In the third phase, the actual Dodge Caliber is presented and advertised.
Chrysler Deutschland GmbH
Ein Unternehmen der DaimlerChrysler AG
Elephant Seven AG
Dirk Kedrowitsch(GF);Dirk Ollmann,Daniel Richau(CD);Sven Giese,Kai Becker(AD);Till Hinrichs,Markus Schmidt(Grafik);Benjamin Bruno(Text);Arne Otto(Flash);Claus Jacobsen,Stefanie Rohde,Matthias Mühlenhoff(Account);Robert Scheffler,Matthias Möhler(Client)