SITUATION
DaimlerChrysler was challenged with expanding customer understanding and appreciation of its growing SRT line of performance vehicles. Once known exclusively for the Dodge Viper SRT10, the SRT line now includes the Chrysler Crossfire SRT6, Dodge Magnum SRT8, Chrysler 300C SRT8, Dodge Charger SRT8, Jeep Grand Cherokee SRT8 and the Dodge Ram SRT10.
SOLUTION
Skip Barber created a national tour of 20-30 cities/tracks designed to immerse up to 10,000 SRT owners and other participants (family, guests or owners of competitive vehicles) annually into the SRT brand. Key elements of the program included:
- A full day of classroom instruction, off-track exercises and on-track driving utilizing the entire line of SRT vehicles.
- Education on car control skills and vehicle dynamics as well as vehicle maintenance and appearance.
The SRT Track Experience created brand advocates by allowing participants to sample the performance and quality of the entire SRT model lineup and gain a deeper appreciation for the SRT line. Participants also became better drivers with a greater level of skill in handling their vehicle in any real-life situation. This unique, positive experience created a brand platform for viral promotion among automotive enthusiasts.
Customer satisfaction was extremely high as positive feelings toward SRT among the participants increased due to the program.
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