Earlier this year Fiat Chrysler introduced the ‘PacifiKids’, Izzy (age 10), Miles (age 11) and Harper (age 8) as part of its digital and social media campaign for the 2017 Chrysler Pacifica minivan. The last time we saw the trio they “graduated,” actress Brooklyn Decker from their Pacifica product knowledge class and now they’ve returned to sell the van to unsuspecting shoppers.
In the latest ad to feature the PacifiKids, ‘A New Kind Of Dealership’, Victorville Motors in California iss transformed into a kid-friendly space with colorful walls and toys, beanbag chairs and even a slide leading into a ball pit. Twelve different families then come through the dealership shopping for the Pacifica and are greeted by the PacifiKids and their team of young sales reps who tell them all about the minivan.
“Kids today are influencing their parents’ purchasing decisions more than ever, from the clothes they buy, to the music they download, to even the cars they buy. And kids love minivans,” said FCA passenger car brand boss Tim Kuniskis. “So we thought, why not let children, the ones who are informing those major family purchases and for whom the Chrysler Pacifica is specifically built, take over a real FCA dealership for one day to show moms and dads why the all-new 2017 Chrysler Pacifica is the best vehicle for their family.”
FCA says it conducted the hidden camera operation for one day on September 14th, 2016. The debut of the resulting ad kicks off a six-week long digital and social campaign for the Pacifica and the PacifiKids that will allow consumers in Dallas, Los Angeles and New York to fill out a ‘Permission Slip’ to attend a ‘Field Trip’ where they will have their experiences with the Pacifica videotaped. A vote will then be held at www.PacifiKids.com to decide which Pacifica experience is best, with the winning family receiving a new 2017 Pacifica.