The automaker is using a children's pop-up book to help get out the word on its redesigned 1996 Plymouth Voyager and Chrysler Town & Country minivans.
The 12-page, hardcover book uses pop-ups, pull tabs and other mechanicals to demonstrate the way air bags pop out, what fits in a cupholder, how seats roll back, the advantages of the new driver's side sliding door and other vehicle features.
The book was created by Chrysler/Plymouth Division agency Bozell Worldwide, Southfield, Mich., and produced by Intervisual Communications, Santa Monica, Calif.
Chrysler ordered 250,000 copies, and is now sending about 60,000 to pediatrician and orthodontist offices. Another 4,000 copies are going to top executives at other companies, especially major fleet vehicle buyers.
Chrysler last month also mailed 100,000 copies to prime minivan prospects and is distributing other books to dealerships and to potential buyers who respond to an 800 telephone number that runs in minivan advertising.
"We think this book is going to have a long shelf life," said Steve Torok, general manager of Chrysler/Plymouth.
Kristin Foster, Bozell art director on the project, said the intent was to show how Chrysler has made the new minivans more consumer friendly. "The book is something that's fun for the whole family and communicates the minivans' new features," she said.
The pop-up book is the third Bozell-created direct-mail piece used by Chrysler/Plymouth in its estimated $55 million effort to introduce the redesigned minivans. Chrysler's third minivan entry, the Dodge Caravan, is being backed by an estimated $45 million effort from BBDO Worldwide, Southfield.
This is the first major overhaul of the minivan since the 1984 model year, when the first Caravan/Voyager models triggered a major shift in consumer preference for trucks over cars.