MERCADEO Versión en español
Fernando Osuna of Lopez Negrete: Nothing could have been more logical than to use Pitbull the Dodge Dart and he have a lot in common
8 de agosto de 2013
La campaña se desplazó inclusive a los conciertos de Pitbull, así como a las redes sociales
Fernando Osuna, CCO of the multicultural agency Lopez Negrete, spoke with PRODU about the new Chrysler commercial for Dodge targeting the Hispanic market. The original idea for the campaign was developed by the Wieden Kennedy agency. This is our first work with Chrysler, which began with the challenge of adapting an original idea with elements that the Hispanic market could identify with. The concept of the commercial is based on the human urge to break the rules and challenge oneself to create something new Osuna said.Chryslers intention was to change the existing perception of the Dodge Dart. Dodge is a car that existed some years ago, and the perception people had of it was not very good, so the idea was to return the brand to the market showing people that its a completely different car, and do away with any preconceived notions.Dodge Dart belongs to the segment of compact cars and with its reappearance the model offers a series of attributes that make it very interesting for the Millennials.Nothing could have been more logical than to use Pitbull the Dodge and he have a lot in common. Its a different, cooler kind of car that appeals to this multicultural market of Millennials, the same public that Pitbull represents, he said.According to Osuna, the spot was so well received that they made it in both Spanish and in English, and it airs nationwide both on Spanish-language networks and bilinguals. Its also there to see on social networks and at Pitbull concerts.
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La marca Dodge lanza campaña multicultural de Dodge Dart junto a Pitbull