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Watching Daimler Chrysler’s new ad campaign unfold, has been quite interesting. It will be even more interesting to see whether this latest marketing concept works....
It appears that a number of consumers think Dr. Z is a fictional character that ad agency BBDO created, hiring an actor to portray the highly knowledgeable good doctor. In reality, Dr. Dieter Zetsche has been the chairman of Daimler Chrysler since 2001. The business press has it that Dr. Z had to be prevailed upon to “star” in the company’s latest campaign for Chrysler, since he preferred to stay out of the limelight, but eventually relented. The total impact this $100 million dollar campaign creates remains to be seen.
The ads I’ve seen go counter the usual car campaign ads which mostly talk pricing, incentives and the best deals. While some car ads touch on technological advances to their drive systems, new engineering, etc, they still wind up talking pricing, incentives and deals on the wrap up.
This new campaign actually highlights the benefits of the merger between Daimler’s Mercedes Benz division and Chrysler, sometimes packing in more information than consumers can quickly grasp. Regardless, in this climate of hot competition for the car consumer’s dollars, this is obviously an attempt to convince us that Chryslers and Jeeps are worthy of our consideration. And worthy due to the collaboration of the best American and German engineers and designers from both Chrysler and Daimler. It seems to me that this corporate giant has been slow to point out the distinct advantages the merger brings to the consumer; after all, the deal was consummated in 1998.
With Toyota bypassing both Chrysler and Ford sales to American consumers, and the perception in the marketplace that Toyota makes superior vehicles, this seems to be Daimler Chrysler’s response. The real question is: will consumers see this campaign as gimmicky and grow weary of it, or will they take in the underlying messages which tout the advantages of the Daimler Chrysler merger? Better engineering, quality, safety features, more value, etc, etc. And will those featured and focused on advantages translate into the sale of more Jeeps, Chrysler cars, trucks, mini-vans, etc?
In the month of July, when these ads first debuted, sales were down 37% from the same month last year. However, last summer’s sales were extraordinarily high due to the offer of “employee discounts”, so head to head comparisons may not be fair. Still, the company reported that July sales were up 9% over June sales figures. And the Ask Dr. Z web site, www.askdrz.com, has had millions of hits. Visits to Chrysler, Dodge and Jeep web sites are up at least 10% according to the company, with requests for additional information or test drives up 30%. Again: it takes time for campaigns like this to bear fruit, but will it eventually pay off in stronger sales for Chrysler? Will the presence of Dr. Z add weight to the Daimler Chrysler message and image? Or, will his presence quickly become a yawn?
What say all of you? I’d like to get your feedback.
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Comments
My participation in this discussion began about a month ago on another blog. I am not a fan of Dr. Z, and I find the ads boorish and lacking in focused messaging, which may be hidden beneath the failed attempt at humor. I guess I prefer advertising that tells me in plain and simple language "what's in it for me." I am more often annoyed than entertained by those ads that try too hard to be cute.
Posted by: Lewis Green | 08.31.06
We've decided to make a spoof of the Dr. Z commercials as part of our study on online video. As for the commercials, I kind of like them, and in fact just bought a Chrysler for the first time. Maybe there is something subliminal :)
http://www.youtube.com/watch?v=VV-juiifsY4&eurl=
Posted by: Jalali | 08.31.06
That's great, Jalali...! Where are you running it?
Posted by: Ann Handley | 08.31.06
After watching Jalali's spoof I now get what's missing from the Dr. Z ads--subtitles.
Posted by: Lewis Green | 08.31.06
Wow. I didn't realize that Dr. Z is a real person. Just last night I told my wife that the commercial where the director scolds Dr. Z and says "actors!" in disgust, that ruins the whole campaign.
I wanted to believe in Dr. Z as a real person connected with Chrysler, but this commercial makes it look like he's just a gimmick, a tool, and paid actor who knows nothing about the cars.
What a freaking error!
They need to scold their ad agency and threaten to dump them. This is pathetic.
I would do the Dr. Z with far more dignity. You don't want to laugh at experts or CEOs or Chairmen.
You want to trust them.
Posted by: V[[a=s/"p++E?rs*t\H-gRa*:te/!!#~~ | 08.31.06
Thanks for all of the great comments, everybody. Marketing campaigns like this are bound to generate strong opinions, pro and con.
I'm just wondering how many other folks like Jalali have recently bought Chryslers or are contemplating it, and what role Dr. Z may have had in their decision-making process. If any.
Keep the strong opinions coming, all.
Posted by: Ted Mininni | 08.31.06
I think the ads will be very successful because it does address the quality issue of North American vehicles and it does in a way that is humorous and easy to understand. It uses the Mercedes perceived quality standards and says that Chrysler is now following those standards. I believe it will sway people to perceive this since most people do not research the statistical quality of vehciles.
Posted by: Phil DaSilva | 09.01.06
I personally do not like them but prefer them to the latest from Ford featuring Taylor Hicks (or whatever his name is)
Posted by: Andy Brudtkuhl | 09.05.06
Those who doubt Dr Z make me laugh. Next they'll be saying that Mavis Beacon and Aunt Jemima are not real!
Posted by: Greg Fisher | 09.05.06
Thanks for the wonderful, and very funny comments, all. Lewis, I especially love your idea of using subtitles in Dr. Z's ads. I think English subtitles would be fabulous!
Posted by: Ted Mininni | 09.06.06
The point is you all remember the commercials, Daimler Chrysler has succeeded in heightening the awareness of the brand. Isn't that the idea? Quirky, yes, corny absolutely, but you remember them. An association with Mercedes has to be a plus. The brand that many wealthy Americans aspire to. Good job Chrysler
Posted by: Stuart Simm | 09.07.06
I would be interested in your readers response to using another real person (me)to sell a product. I just cut the ad on www.myuglychair.com and have been getting a favorable response. It's a "take off" on Victor Kiam who bought Remington electric razor years ago. Tell me what you think. Thanks much, Norm
Posted by: Norman Yerke | 09.07.06
Thanks for your observations, Stuart. I do think this marketing campaign is getting a lot of attention. As I stated in my article, I think Chrysler was slow to capitalize on its collaboration with Daimler since the merger of the two companies happened back in 1998, but the new marketing campaign is just underway now. It will be interesting to see if Dr. Z does indeed spell more success for Chrysler over the next few months. We'll see.
Posted by: Ted Mininni | 09.07.06