Assai advertises Dodge with superheroes

Assai, Wirz subsidiary and lead agency of DaimlerChrysler, adapted the launch campaign of the Dodge brand for Switzerland. Assai opened the pre-launch phase in July with a cinema spot and advertisements. The main campaign with TV commercials, advertisements in the Sunday press and in trendy magazines started in September. An iPod prize draw was also held to encourage visits to retailers. The campaign was accompanied by online measures created and implemented by the internet agency Netvertising. The American brand Dodge stands for a young, extroverted and masculine world "full of life". Accordingly, the campaign is intended to show the Dodge Caliber as a super guy who doesn't bat an eyelid in the tattoo studio and makes his opponents look limp when flexing his muscles.
Assai, based in Zurich, is an agency for digital and dialog-oriented communication that works for national and international companies. The Zurich-based company Netvertising manages the entire online area of Dodge Switzerland.