Client objective: Mopar, the parts, service and customer-care division of Chrysler, wanted to commemorate its 75th anniversary in a way that appealed to its biggest fans.
Solution: Over 75 years, the Mopar brand had built a motor sports racing legacy, broadening its reach into a community of avid enthusiasts. To celebrate its anniversary, Mopar found a natural partner in Autoweek Media Group to develop a commemorative program. Autoweek created A Legacy in Motion – a celebration of one of racing’s most legendary brands. The program is chock-full of photos, anecdotes and memories from collectors, fans and automotive enthusiasts who made the brand a garage-hold name.
Autoweek developed a supplement that was poly-bagged in the Aug. 20, 2012 issue reaching 300,000 enthusiasts. Three-hundred thousand more were distributed at Mopar events throughout the year.
The limited keepsake edition is handmade in Katzkin leather with the official blue Mopar stripe and actual 75th Anniversary vehicle badge. It is signed and numbered by President & CEO of Mopar Parts & Service, Pietro Gorlier. Five-hundred were distributed or made available for sale via the Mopar75.com website.
The commemorative edition was packaged as a high-end coffee-table book. Ten-thousand were produced and also made available on Mopar75.com.
Results: Mopar enhanced its brand in a meaningful and relevant way with the collectors, fans and enthusiasts who made it famous.