Chrysler in France is a niche market brand that sells 6,000 vehicles per year to those brand’s fans in search of a new line.3 years after the PT Cruiser launch, Chrysler launches the new PT Cruiser Cabriolet, in Direct marketing.

The idea: Capitalize more on the effect that the car has created rather that on the product itself. The effect? With such a car, it will be difficult to stay incognito… be prepared to be loved by everyone. The mechanism: You receive love letters from anonymous fans who just worship you. The latest letter was sent with a brochure revealing the new PT Cruiser Cabriolet “it will be difficult to stay incognito”. This Direct marketing campaign is relayed with a viral marketing campaign, under the same principle of love letters from admirers.

This campaign is currently being launch, but the professional French press has already noticed it. This campaign has received 3 “stars” at the French creative CB News hit parade! We have received hundreds of letters, and we still are receiving some new ones. People had send us signed pictures of their car.