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Nov 21, 2009
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Home / Advertising and PIB / Case Studies / Chrysler Sebring "Sexiest Man Alive"

Chrysler Sebring "Sexiest Man Alive"

Agency: PHD Detroit, BBDO, Organic
Budget Range: Undisclosed
Percentage of Print in the Media Mix:
Unit Size: Gatefold and customized in-book creative
Other Media:
Media Mix: Case studies using magazine websites

Objective:

 

  • Generate reader consumer interest and brand awareness around Chrysler Sebring Launch

 

Target Audience:

 

  • Stylish, young trendsetters

 

How Magazines Were Used:

 

  • Chrysler's idea leveraged the brand equity of People's Sexiest Man Alive issue through a custom program that provided readers with the chance to be featured in an innovative Chrysler advertisement in the Sexiest Man Alive issue.
  • The campaign was truly an integrated forum for Chrysler to

Results:

The success of the program was based on reader interest and participation, as well as the mass reach the program provided for the Sebring launch. Total entries to the Sexiest Man Alive prior to print cut-off were 160,000, of which readers entered a total of 850,000 photos online. The traffic to the "Your Sexy Man" area of People.com exceeded 5.0 million page views. A four-page gatefold unit ran in the 11/27/06 Sexiest Man Alive issue that is read by an audience of 45 million readers.

Industry Awards:

  • Myers Creative Media Awards, Honorable Mention

Jack Myers Media Business Report: Print Media Section

 

Other Recognition:

Comments:

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