Dodge lenticular success story

Challenge:
Position the 2005 Grand Caravan as the must-have minivan by building target audience awareness of exclusive features including Stow 'n Go™ seating and split-bench third row seats, and contribute to a successful product launch by enticing car buyers with families into dealerships.

Strategy:
Command attention using a three-phase lenticular image to convey the versatility and convenience of fold-flat seating, extra storage and 60/40 split bench third row seats. The lenticular was designed to show how the seats fold flat into the vehicle floor—an industry first and the key feature differentiating the 2005 Grand Caravan from minivans with seats that must be removed.

Description:
A 4"x 6" tip-in to 18,350,000 two-page inserts in 10 U.S. parenting/family and home magazines paid off the headline, "Why store your seats in the garage when you can hide them in the floor?" The removable lenticular piece let the viewer experience the vehicle interior first-hand, showing the seats in upright, folded and stored positions. Extra lenticular pieces were distributed to dealers for use as customer take-aways. For the first time in print, the lenticular process made it possible to demonstrate the "perfect choreography between people and technology" that defines the new Dodge Grand Caravan.

Lenticular Magazine Ads for Dodge Caravan Results:
The lenticulars were so popular that dealers snapped them up within hours. And while the Dodge brand as a whole experienced flat or slightly decreased sales, the 2005 Grand Caravan with Stow 'n Go™ seating posted a strong 12% increase in sales in the months following the ads.

Agency:
BBDO Detroit

	DODGE GRAND CARAVAN- Lenticular Ad
	Challenge: Position the 2005 Grand Caravan as the must-have minivan by building target audience awareness of exclusive features including Stow 'n Go™ seating and split-bench third row seats, and contribute to a successful product launch by enticing car buyers with families into dealerships. Strategy: Command attention using a three-phase lenticular image to convey the versatility and convenience of fold-flat seating, extra storage and 60/40 split bench third row seats. The lenticular was designed to show how the seats fold flat into the vehicle floor—an industry first and the key feature differentiating the 2005 Grand Caravan from minivans with seats that must be removed. Description: A 4"x 6" tip-in to 18,350,000 two-page inserts in 10 U.S. parenting/family and home magazines paid off the headline, "Why store your seats in the garage when you can hide them in the floor?" The removable lenticular piece let the viewer experience the vehicle interior first-hand, showing the seats in upright, folded and stored positions. Extra lenticular pieces were distributed to dealers for use as customer take-aways. For the first time in print, the lenticular process made it possible to demonstrate the "perfect choreography between people and technology" that defines the new Dodge Grand Caravan. Results: The lenticulars were so popular that dealers snapped them up within hours. And while the Dodge brand as a whole experienced flat or slightly decreased sales, the 2005 Grand Caravan with Stow 'n Go™ seating posted a strong 12% increase in sales in the months following the ads. Agency: BBDO Detroit

DODGE GRAND CARAVAN- Lenticular Ad