DaimlerChrysler Canada to Award One Million Dollars to New Canadian Customer

DaimlerChrysler Canada to Award One Million Dollars to New Canadian Customer

* DaimlerChrysler Canada launches “You Could be a Millionaire” promotion
* One Chrysler, Jeep® or Dodge customer is guaranteed to win one million dollars from DaimlerChrysler Canada this year
* Legendary Emmy award-winning Canadian actor, William Shatner to star in humourous television advertising campaign

Toronto, Ontario, Nov 10, 2005 –

DaimlerChrysler Canada today announced details of a new marketing campaign called “You Could Be a Millionaire”. Under the rules of the program, anyone who purchases or leases a new Chrysler, Jeep® or Dodge vehicle between November 10, 2005 and January 3, 2006 will have their name automatically entered in a draw for a guaranteed one million dollar cash payout. In addition, there will be weekly draws for cash prizes available to individuals who visit a Chrysler, Jeep or Dodge dealership and fill out an entry form, for which no purchase is necessary.

“You Could be a Millionaire is a simple and clear promotion that directly communicates how we think our customers feel driving our newest Chrysler, Jeep or Dodge vehicles,” said Mike Accavitti, Vice President Marketing, DaimlerChrysler Canada. “I guarantee there will be one more name added to Canada’s list of 450,000 millionaires before long and that person is going to be a Chrysler, Dodge or Jeep customer thanks to the You Could be a Millionaire promotion.”

The nationwide bilingual campaign will feature television, print, radio, web and point-of-sale materials.

“In order to make this campaign truly stand out, we knew our advertising needed to be memorable and funny,” added Accavitti. “We are thrilled that one of Canada’s most recognizable show business legends – William Shatner was available. Bill was truly excited about making one of our customers’ financial dreams come true with a one million dollar payout. The ads absolutely reflect his personal touch and wit.”

Debuting nationally on November 17, 2005 are three 30 second television spots supporting the DaimlerChrysler Canada You Could Be A Millionaire promotion. William Shatner is featured in each of the ads as a “modest” millionaire who says “You know I’m a simple man, just like you. So when I heard that Chrysler was going to make someone in Canada a millionaire just by buying or leasing one of these great cars, I got excited.” Various scenes of opulence surround him as he adds, “Like I said, I’m a simple man… and we all know money can’t buy you happiness,” spoken as the actor smiles knowingly into the camera.

The ads are the work of BBDO Canada, a full-service global communications agency that provides advertising, marketing, media planning and buying support worldwide for DaimlerChrysler Corporation.

About DaimlerChrysler Canada
DaimlerChrysler Canada has the freshest vehicle line-up in the industry including the all-new 2006 Dodge Charger, Jeep Commander and Dodge Ram Mega Cab. The company has some of the country’s best-selling nameplates like Dodge Caravan and Dodge Ram. Calendar-year-to-date sales reported in October, 2005 totalled 186,296 units, up 2.6 percent compared to the same period in 2004 with sales of 181,515 units.


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