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Chrysler Group has undertaken its most elaborate web advertising effort to date after having increased its online ad budget this year by 20 percent over last, writes AdAge. The automaker is testing out its online muscle to reintroduce the 2006 Dodge Charger muscle car. The campaign will use a desktop toolbar to point users to Charger ads all over the web, not just at one site. Julie Roehm, Chrysler director of marketing communications, called the "Unleash Your Freak" online push its "most aggressive online campaign to date."
The internet is the lead medium for the campaign, on which Omnicom Group's Organic worked with siblings creative agency BBDO Worldwide and media planner-buyer PHD. Of the $1.6 billion Chrysler Group spent in all measured media last year, $36.1 million was for online ads, according to TNS Media Intelligence.
