DaimlerChrysler Canada holds millionaire contest
By Adnews Staff
Toronto-based DaimlerChrysler Canada has begun a new marketing campaign called "You Could Be a Millionaire." From Nov. 10 to Jan. 3, purchasers of new Chrysler, Jeep or Dodge vehicles will be entered into a draw for $1 million in cash. The initiative also includes weekly draws for cash prizes for consumers who submit an entry form at a Chrysler, Jeep or Dodge dealership. The contest will be promoted with a national bilingual campaign of television, print, radio, Web and point-of-sale advertising created by BBDO Canada. The creative features actor William Shatner as a "modest millionaire." The 30-second television commercials will break on Nov. 17. "You Could be a Millionaire is a simple and clear promotion that directly communicates how we think our customers feel driving our newest Chrysler, Jeep or Dodge vehicles," said Mike Accavitti, marketing vice-president at DaimlerChrysler Canada.