DaimlerChrysler’s advertisements featuring chief executive Dieter Zetsche as zany spokesman-with-big-mustache may or may not be working, depending on who you ask.
Trade magazines and gurus point out that many if not most consumers watching the ads have no idea that this guy is really the boss and not an actor. And Chrysler responds in the Wall Street Journal saying that the campaign is “a huge success” that will show up in the sales figures real soon, just you wait.
Either way, the company plans to give away nine cars through an “Ask Dr. Z” web site promotion in which the chairman is represented as a cute bobble-head-like cartoon.
As I wrote previously, I really liked the idea of introducing Mr. Zetsche as spokesperson. It seems like solid strategy to reinvigorate Chrysler's brand by defining what it has become since it was “merged” with Daimler-Benz in 1998.
But for the life of me I don’t understand how Chrysler’s current advertising campaign is doing that.
Dieter -- or Dr. Z, as we're supposed to call him, I guess -- is the chairman of a struggling automobile company that employs thousands of Americans, and that has touched the lives of millions more. Yet instead of positioning him as a change leader, the company has packaged him as a sitcom character.
My two cents: Work in his Dieter’s zaniness if you want to, but for gawd’s sakes have the guy look into the camera and introduce himself. This is beyond selling, more than rattling off awards and product features. This is credibility building -- about creating a relationship with consumers who over many years have lost faith in the brand and what it stands for.
Lee Iacocca didn't re-establish the public’s confidence in Chrysler by being introduced as some strange hyper dude annoying the soccer mom. Neither will Mr. Zetsche.
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Scatterbox | Chrysler finally puts a real-world accent on its brand.
Wall Street Journal | Chrysler to Give Away Cars As Part of 'Dr. Z' Promotion
AdRants | Chrysler Bites Back At Ad Age Over Ask Dr. Z Campaign
Automotive News | Why, Dr. Z, why?
