"Search Engine," the title of Dodge's new commerical for the Dodge Journey is the first aimed at helping viewers find and win their own crossover.
In the advertising business, there’s not much new. Originality has become a forgotten concept.
Don’t tell that to Dodge, which has come up with a another unique ad campaign for its Journey crossover that will result in three people winning their own Journey.
Called the “Search Engine for the Real World,” Dodge says the spots encourage people to get out and explore the world instead of reading about it. The commercials, which started airing Friday, offer clues to help viewers find three Journeys hidden around the country.
The campaign, which was developed with the Dodge’s ad agency, Wieden + Kennedy, takes viewers on a tour of some of the country’s most picturesque places. The initial 30-second TV spot, “Search Engine,” shows a montage of three Dodge Journeys on various adventures across America – kayakers headed out for a trip, a group of friends on a road trip and a family ready to camp.
The automaker says that virtually every frame of all of the commercials provide clues to the vehicles locations, which are all in the continental U.S. There is one each stashed in the West, Midwest and East.
In addition to the commercials, more clues are revealed on Dodge’s YouTube channel – www.YouTube.com/Dodge.
While sales of the redesigned Journey are up this year, Chrysler is hoping to boost sales even more. Chrysler recently whacked $3,250 off the Journey’s base price by adding a new trim level called the American Value Package, bringing the base price to $19,745, including destination.
Dodge says that the giveaway runs from Sept. 10-27.