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.
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