Chrysler Brand Unity at NAIAS 2010
Following a year of radical change at Chrysler Group, Chrysler wished to drive forward into the 2010 North American International Auto Show (NAIAS) with a rejuvenated brand. Their second aim was to display a unified system of vehicle lineups, including Fiat models new to the Chrysler roster.
GPJ’s show-stopping brand marketing solution was Chrysler Unity NAIAS 2010, inspired by a design theme of “Confidence.” A continuous white “road” tied Chrysler’s vehicles (RAM, Jeep, Dodge, Chrysler, and Fiat Group) together, while 5 giant arches – a classic symbol of strength – helped define brand zones.
Once they’d started on the road, attendees made their way from one zone to the next, with the Fiat Group collection at the center. As a backdrop to Chrysler’s vehicles, each zone featured an LED wall displaying that brand’s media and content. Periodically all of the zones carried corporate media simultaneously to demonstrate unity.
But the real highlight for visitors came from above. About three weeks before the show opened, Motor Trend announced the Ram Heavy Duty as the “2010 Motor Trend Truck of the Year.” To celebrate this prestigious award, GPJ placed a Ram Heavy Duty where nobody could miss it – on the ceiling of the Ram arch. Graphics on the underside of the ceiling in front of the truck called out the award for all to see.
This display may have been the most photographed of the entire show. Rarely could one pass by without seeing a crowd using their cameras and cell phones to capture friends and loved ones posing under the Ram HD.
With more than 700,000 in attendance at NAIAS 2010, the Chrysler Group environment achieved its mission to drive awareness. Moreover, Chrysler's ambitious design and engineering feats proved to be showstoppers. One of NAIAS' most highly trafficked environments, Chrysler Unity garnered significant consumer and media attention.
