Chrysler

CLIENT: Chrysler

PROJECT: Mopar Adventures

INDUSTRY: Automotive

SERVICES: Promotion and Interactive

OVERVIEW

Chrysler wanted to engage and motivate their Dealer’s wholesale trade accounts, and to increase part sales in this channel. We came up with an annual promotion that offers group travel as a grand prize reward, as well as monthly prize draws for gift cards, which provided increasing odds of winning as Trade Accounts increased their purchases of parts. The program was launched with high-impact print pieces, and a website that explained the program, provided details on the prizes, and communicated program results. Gorrie provided all program development, management, communication and prize coordination.

CHALLENGE

Due to the nature of the channel, direct communication with program targets was not always possible. The program needed to communicate with Trade Accounts only via their Dealers. As a result, additional prizes were then offered to the Dealers themselves, to promote their engagement and support of the program. Other challenges included the requirement to import complex sales data from multiple sources in multiple formats.

RESULTS

&bull  Ongoing program for 5+ Years.
&bull  Over 150 Dealers and 30,000 Trade Accounts actively participate.
&bull  14 Trade Accounts and 3 Dealers participated in the grand prize group travel reward.