MERCADEO Versión en español
Chryslers Juan Torres in AHAA: We stopped making commercials to start telling stories
5 de mayo de 2014
Después del comercial de Eminem, Chrysler pasó de 800 autos a vender 6.000 unidades al mes
Juan Torres, Chryslers Advertising and Multicultural Marketing head, was part of the AHAA conference, where he shared his successful experience of the brand with participants to connect to the Hispanic market, through captivating stories. The company changed radically some years ago, in which connecting the brand global and internationally was set as a priority, Torres commented to PRODU. In this country, they realized in that moment it was also necessary to have direct contact with non-traditional consumers in an emotional and moving way, he added.Chryslers creative strategy focused on the emotional connection more than traditional humor, strategy that resulted in an increase of 46% of sales. According to Torres, the multicultural market represents 24% of car sales and one fourth of buyers are Latinos. Associations with public personalities like Pitbull, Juanes and Charlie Sheen, where both parts have a common objective, have proved to be effective to boost sales. One of the most remarkable relationships is the case with Eminem. That campaign was made based on a common interest, in this case, to tell the story of Detroit, Eminems city, and our interest was the same somehow, he said. Torres believes that in Chrysler proposals and good ideas are welcome, either from the general market agency or the Hispanic agency; which is Richards Lerma, currently. Last week, we filmed a commercial for the Hispanic market, that we want also to adapt to the general market, he ended.
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