With negative headlines circulating daily about the Detroit area and its inhabitants, Chrysler saw an opportunity to change the dialogue and generate positive news about the city.
The carmaker called upon The Prewitt Group to create an effort that would reach young people, demonstrate civic pride, and focus on the city's strengths. The agency created an essay contest with a scholarship prize for the winners.
Strategy
“Our main goal was to get as many entries as possible, so we wanted to make ...