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A team from the Zulu agencies Claydon Heeley Jones Mason, Agency Republic and the sales promotion agency Alcone have been briefed to develop a multimedia campaign for the launch.

The agencies will use direct marketing, events and online advertising to encourage a targeted audience to visit DaimlerChrysler's 88 UK dealerships.

The activity will run during the months preceding the July launch of the family hatchback at the British International Motor Show.

Steve Gray, the UK marketing director of the Chrysler Group, said: "Zulu has come up with a launch campaign as bold and unique as the brand itself, spanning a wide range of conventional and unconventional media."

Dave Woods, the creative director at Claydon Heeley, said: "Dodge is a distinctly American product, affordable with performance, but its clear and unmistakable brand spirit allows it to stand way apart from its competition."