Challenger Brand Strategy
Brand Awareness and Consideration
Earning the respect of the devoted. What do you do when you need to introduce your changing future to a fan base obsessed with your legendary past? Dodge chose GlueIQ to launch their first electrified compact SUV to a potentially cynical audience extraordinarily loyal to their legacy of muscle car performance and defiance of the rules. Our challenge was to drive emotional acceptance and consideration of their new hybrid Hornet by disrupting a category that’s not associated with the power and performance of this storied brand.
Performance ethos meets electric future.
With rich experience in the automotive category, our appreciation of the fanatical following Dodge enjoys was top of mind and respectfully sacred. Our approach was to create an experience that not only established Hornet as the most powerful CUV in its segment, but also as a deserving addition to the Dodge Brotherhood of Muscle.
Dubbing the campaign “A New Breed,” we used anthropomorphic storytelling to overtly address known concerns of the fans by bringing them to life as part of the story and letting Hornet introduce its true nature to the daunting and cynical Dodge Challenger, Charger, and Durango. Positioned against the rest of the pack, we used artfully crafted, poetic details of the car to best showcase its character and then switched to a high-octane, nitrous-boosted demonstration of power and performance to let the Hornet earn its rightful acceptance as part of the Brotherhood pack.