DaimlerChrysler Canada conducts Madagascar promotion
By Adnews Staff
DaimlerChrysler Canada has begun a promotion with film studio DreamWorks SKG that will jointly support a program called the Dodge Caravan National Sales Event and the animated movie "Madagascar." The promotion, which will run until the end of the month, consists of television and newspaper advertising, along with direct mail and point-of-sale materials, presenting the Canadian Special Edition Dodge Caravan and Dodge Grand Caravan minivans. The direct mail piece will be sent to approximately 200,000 Canadian households. The piece demonstrates the vehicle's various seating configurations and contains a refrigerator magnet depicting characters from the film. The two 30-second television commercials also make use of several animated penguin characters from the movie. The campaign was created by BBDO, DaimlerChrysler Canada's agency of record. "There are well over a million Dodge Caravan owners in this country, which translates into several million more children who grew up with a Dodge minivan as their family vehicle," said Mike Accavitti, vice-president of marketing at DaimlerChrysler Canada. "Partnering with an all-family animated movie like Madagascar is the perfect fit for the brand."