What's My AQ? – Chrysler 2011 | Clapboard Ad Archive

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What's My AQ? - Chrysler | Clapboard Ad Archive

What's My AQ? marked Chrysler's digital push in 2011 to create a distinctive presence in the competitive U.S. automotive landscape, leveraging the expertise of agency Duffey + Petrosky to launch an interactive campaign centered on the concept of the Automotive Quotient. By promoting Chrysler Certified Pre-Owned Vehicles through an online game that invited users to measure their knowledge about automotive standards and the nuances of Chrysler certification, the campaign advanced a brand proposition grounded in intelligence, engagement, and reliability. The approach stands out by building what Clapboard’s taxonomy classifies as FORMAT#11—Unique Personality Property, positioning AQ as a proprietary metric consumers could own and share, rather than retreading testimonial, narrative, or side-by-side comparison tropes common in pre-owned vehicle advertising. This strategy aligned with shifting consumer expectations in the category, recognizing the growing demand for not only trust and transparency but also personal agency in purchase decisions; the AQ activation drew on gamification to both educate and entertain, nurturing a sense of accomplishment in participants and embedding Chrysler’s certified standards into an interactive learning experience. The heart of the campaign was a video trailer—hosted on a dedicated website—that introduced the AQ concept and game mechanics, encouraging digital-savvy shoppers to assess their automotive expertise and, by extension, internalize reasons to trust Chrysler’s certified inventory. Unlike more traditional campaigns that leaned on storytelling or claims-heavy messaging, What's My AQ? asserted Chrysler’s certified pre-owned program as not just a safe bet but a smart, curated choice for consumers who view car buying as a test of discernment. The collaboration with Duffey + Petrosky drove a memorable, participatory brand experience that managed to differentiate Chrysler in a sector typically dominated by product-centric or incentive-driven marketing. Designed for a market where consumers compared Chrysler’s promise head-to-head with the likes of Ford’s rugged innovation, GM’s layered brand architecture, Toyota’s reputation for enduring value, and Honda’s celebrated efficiency, What's My AQ? expanded the conversation by making knowledge and consumer engagement central to the certified pre-owned proposition. Clapboard rates this 58/100. For the industry, the campaign is most instructive as an early indicator of how digital interaction and branded gamification could reframe product trust, shifting the certified pre-owned conversation from reassurance to empowerment.

Credits

Client

Chrysler

Agency

Duffey + Petrosky

Creative Director

Bruce Duffey, Bill Hyde

Art Director

Jeff Postema

Copywriter

Nate Strong

Additional Credits

Universal Images, Gold Sound, Mediascape

Category Mind Map

48%

The "What's My AQ?" campaign by Chrysler, launched in early 2011, leverages an interactive digital experience to promote Chrysler Certified Pre-Owned Vehicles. Centered around the concept of an "Automotive Quotient," the campaign aims to position Chrysler’s certified pre-owned offerings as not only reliable but also intelligently curated options for discerning automotive consumers. The brand proposition underscores a promise of quality assurance combined with an engaging, personalized approach to vehicle selection, suggesting that understanding one’s "AQ" leads to smarter buying decisions. Strategically, the campaign taps into consumer curiosity and self-assessment behaviors through a gamified online quiz, fostering deeper engagement with the Chrysler brand. By inviting users to gauge their "Automotive Quotient," the campaign connects emotionally with potential buyers who view themselves as knowledgeable or seeking to become more informed about vehicle quality and ownership. This approach aligns with insights that pre-owned car shoppers value trust, transparency, and confidence in their purchase. Targeting digitally savvy U.S. consumers, the campaign integrates entertainment with education, aiming to differentiate Chrysler’s certified pre-owned program in a crowded marketplace. The use of a digital medium with a single media asset—a video trailer—reflects an early adoption of interactive marketing strategies designed to build brand affinity and inform purchase consideration through direct consumer participation.

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign centers around the question "What's My AQ?"—standing for "Automotive Quotient"—and promotes an online game designed to measure consumers’ automotive knowledge, specifically about Chrysler Certified Pre-Owned Vehicles. The metadata and introduction indicate that the creative device is not story-driven, testimonial-based, or comparative, but instead crafts a distinct, ownable property around the "AQ" concept. By introducing an interactive quiz that spotlights Chrysler’s certification standards and vehicle knowledge, the campaign builds a unique personality property for the brand. The focus is on making Chrysler’s Certified Pre-Owned program distinctive, memorable, and participatory through this novel "AQ" activation, rather than simply demonstrating, solving a problem, or using classic narrative structures.

1. Ford – Market Positioning Ford positions itself as an iconic American automaker emphasizing innovation, rugged durability, and broad appeal. They focus heavily on trucks and SUVs, with strong emphasis on performance and technology integration such as EcoBoost engines and advanced driver-assist features, appealing to both utility-focused buyers and tech-savvy consumers. 2. General Motors (Chevrolet, GMC, Cadillac) – Market Positioning GM leverages a diverse brand portfolio covering mass-market to luxury segments, with Chevrolet emphasizing value and reliability, GMC focusing on premium trucks and SUVs, and Cadillac positioning itself as a luxury innovator. They emphasize performance, advanced technology, and fuel efficiency, targeting a broad demographic with American heritage. 3. Toyota – Market Positioning Toyota is positioned as a leader in reliability, fuel efficiency, and hybrid technology. It promotes durable, practical vehicles with a reputation for long-term value. The brand focuses on innovation in sustainability while offering a wide range of cars, trucks, and SUVs to attract eco-conscious and value-oriented customers. 4. Honda – Market Positioning Honda emphasizes engineering excellence, fuel efficiency, and sporty performance in a reliable and affordable package. The brand is known for its efficient engines, innovative technologies, and strong resale value, appealing to practical yet performance-minded consumers seeking dependable daily drivers. 5. Dodge – Market Positioning Dodge positions itself as a bold, performance-driven American muscle car brand with aggressive styling and powerful engines. It targets enthusiasts focused on high horsepower and dynamic driving experiences, reinforcing a rebellious, adrenaline-fueled brand identity within the performance automotive segment.

Q: What is What's My AQ? about? A: What's My AQ? is a digital campaign launched by Chrysler in the United States in 2011, created by the agency Duffey + Petrosky. The campaign centers on promoting Chrysler Certified Pre-Owned Vehicles through an interactive online game that challenges users to discover their Automotive Quotient, or AQ. The core creative execution is a video trailer that introduces the game and drives users to a dedicated website, where they can test their automotive knowledge. By blending entertainment and brand messaging, the campaign aims to engage digitally savvy consumers and position Chrysler’s certified pre-owned program as a smart, reliable choice. Q: What creative device does What's My AQ? use? A: What's My AQ? employs the Unique Personality Property creative format, as classified by Clapboard's 12-format taxonomy (FORMAT#11). This approach highlights a distinctive brand feature—in this case, the concept of the Automotive Quotient—as an ownable property. Rather than relying on narrative storytelling or testimonials, the campaign builds a participatory brand identity around the AQ quiz, making the certified pre-owned program memorable and differentiated. The interactive quiz format serves as both an educational tool and a brand engagement mechanism, reinforcing Chrysler’s commitment to quality and consumer empowerment. Q: What is the campaign proposition for What's My AQ?? A: The campaign proposition for What's My AQ? is to position Chrysler Certified Pre-Owned Vehicles as intelligently curated and trustworthy options for discerning automotive consumers. By inviting users to assess their Automotive Quotient through a gamified digital experience, Chrysler speaks directly to buyers who value knowledge, transparency, and confidence in their vehicle purchase. This strategy is tailored to digitally engaged U.S. shoppers who seek assurance and a sense of control in the pre-owned market, aiming to build brand affinity and set Chrysler apart from competitors through a blend of entertainment and education. Q: How does What's My AQ? rank in Clapboard's archive? A: In Clapboard's global ad archive, What's My AQ? holds a Clapboard Campaign Score of 58/100. This score reflects the campaign's creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in Chrysler's category? A: In the automotive category, Chrysler competes with brands such as Ford, which emphasizes innovation, rugged durability, and advanced technology across its lineup; General Motors, whose Chevrolet, GMC, and Cadillac brands span value, reliability, and luxury innovation; Toyota, recognized for reliability, fuel efficiency, and leadership in hybrid technology; Honda, known for engineering excellence, fuel efficiency, and strong resale value; and Dodge, which targets enthusiasts with bold styling and high-performance vehicles that reinforce its muscle car heritage.