Kids drafted in to sell family vans to their parents

by Keith Morgan on Wednesday, October 26th, 2016

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.

Never work with kids or animals because they’ll steal your job.

Well, if that variation on an old showbiz adage passed through the minds of the sales personnel at a Chrysler dealership in California, they kept it to themselves when a bunch of kids took their jobs for a day!

The brand’s so-called PacifiKids took over Victorville Motors and ran it for one day, surprising consumers who walked in. With no adults in sight, the PacifiKids — Izzy, Miles and Harper — along with their staff of eight (ages 8 to 13) greeted unsuspecting minivan shoppers and took them through the all-new 2017 Chrysler Pacifica. How did moms, dads and their kids react? The full video can be viewed on the Chrysler brand’s official YouTube channel.

 

 

“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 Tim Kuniskis, Head of Passenger Car Brands North America.

“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.”

As the dealership doors opened on Sept. 14, 2016, a PacifiKid receptionist greeted one family after the next, immediately sweeping them into a world of child’s play.

From colorful walls and toys on desks, to beanbag chairs and even a slide leading into a ball pit, every corner of the dealership allowed families the opportunity to discover something unexpected. In all, 12 families visited the dealership that day.

With their experience nearing the end, each family was given a hands-on walk-around of the all-new 2017 Chrysler Pacifica, entertaining both parents and kids with its category-leading features. Guiding them back to the entrance to close the deal, the PacifiKids and their staff waved goodbye as families left with a smile on their face.

The hidden camera stunt kicks off a six-week long digital and social campaign supported by experiential activations with the PacifiKids for the all-new 2017 Chrysler Pacifica.

keith [dot] morgan [at] drivewaybc [dot] ca