The target group lives the rock 'n roll lifestyle. People tend to be a little older when it’s time to start a family. But they don’t want an ordinary boring family car. For the target group to become interested in the Dodge Journey we were forced to get them to understand that it’s still a dodge. So it’s OK to start a family. We used the Dodge slogan “Grab life by the horns”. A condom punctured by a safety pin was handed out from toilets in bars and other nightspots around Sweden where people of the opposite sex aged between 25-40 meet before going home together to continue the night.

Test-drives increased by 23% during the opening weekend.