Dodge Airs Own Telenovela
GlobalHue, the agency in charge with Dodge current marketing exploits has designed a new advertising campaign for the 2011 Dodge Durango, intended for the Hispanic market. The TV campaign designed by the agency is called the “Secret Door” and, in true telenovela style (from which the agency admits to have drawn inspiration), will follow, through a series of TV spots, the adventures of a very suspicious couple. The entire campaign will comprise two 30-second spots and a 60-second spot.
“As the Dodge Brand continues to redefine itself and identify our target audience, it is important to include and reach out to the Hispanic market with our marketing and advertising initiatives,” said Ralph Gilles, Dodge CEO. “Many of the Dodge brand vehicles appeal to this market and it is important that we are at the forefront of their car-buying, decision-making process.”
The Durango, presented to the world earlier this year, is perhaps the best interpretation of the model to date. It is based on the 2011 Jeep Grand Cherokee’s platform and comes powered by a pair of petrol engines.
Latin Americans are likely to see more of the Durango during the 11th Annual Latin GRAMMY Awards. After all, the American carmaker is the exclusive automotive sponsor of the event. During the GRAMMY Awards, Dodge will debut the 60-seconds spot of the campaign.