In my earlier days as a web coordinator, web designer and project manager I always questioned the content being posted on web sites. In particular, I asked “Who is this serving?”. There were several instances where I was asked to post a Board Member’s photo, biography, etc to the company site. When the question was asked “Who’s going to look at this? (and then of course backing it up with traffic data showing no one visited the “About Us > Board of Directors” page), the response was never justified through reason but through politics. And my politics I mean kissing ass.
I’ve had a discussion or two with co-workers and friends about the Dr. Z spots – who are these really serving? Is the question on most Americans minds “Who runs DCX?” or are dealership suggestion boxes being bombarded with “I’d buy a Chrysler/Jeep/Dodge if only I knew who the CEO of the company was” notes?
So it comes as no surprise that Chrysler announced that, after unsuccessfully stealing a page from the Lee Iacocca playbook, they are haulting the “Ask Dr. Z” spots. The campaign has been lambasted here, here, here, here, here and here. And while I don’t side with most Ad critics opinions (Bob Garfield excluded) they were dead on with this one.
The official Chrysler response is:
“It definitely raised interest and awareness of our product, which was the underline of our goal,” said Chrysler spokeswoman Carrie McElwee.
The article continues:
Chrysler sales, however, fell sharply this summer.
Side note – my first book report in 4th grade was on Lee Iacocca’s autobiography.