Making Music Work: Fiat Chrysler Tweaks Winning Formula For The Big Finish

Long a leader and innovator in automotive marketing, Fiat Chrysler appears to be gaining ground in an increasingly important sector of that arena: seasonal advertising. Its campaign last summer, which tied in with Apple CarPlay to help clear dealership lots in preparation for new models, gained two points of market share for the season.

That's one big reason Fiat Chrysler Chief Marketing Officer Olivier Francois decided to take a similar approach -- launch a multi-brand campaign with TV commercials that displayed a strong reliance on music -- for the company's last major effort of the year, "The Big Finish" aimed at getting Jeep, Ram, Dodge, Chrysler and Fiat brands their fair shares of the holiday scrum.

"These aren’t Super Bowl commercials; they're not a big idea," Francois told me. "They're a traditional sort of holiday campaign. They will connect because there's something original about them, and that's important for us. "

The riffs involved in FCA's suite of ads include Gwen Stefani's first-ever rendition of a new Christmas song for Ram, and a reworking of "White Christmas" by OneRepublic for Jeep. Stefani "had [the new song] in a drawer," Francois recalled. "We asked her if she would feel like making some version of this new Christmas song for us, and she did it. It's the first release of this song." There's also actress Kathryn Hahn hip-hopping to "dancing" music emanating from a Chrysler Pacifica minivan, a re-imagination of "Jingle Bells" called "Lit Christmas."

Francois has always loved to sell FCA brands and cars with music, whether it was the inspiration of including Eminem in the company's iconic "Born of Fire" Super Bowl commercial in 2011 or the summer's CarPlay campaign, which also starred OneRepublic. He also loves to sell cars with creative twists.

But now there's a higher bar than before during the Christmas holidays, which has become a very important time for auto brands to sell vehicles -- especially in a post-peak era for the U.S. market which, while continuing to enjoy an overall robustness, makes brands work harder for each sale.

"I always think of the couple washing dishes after dinner, and the TV is playing in the background, so if I have another commercial playing 'Jingle Bells,' they're probably not going to turn their heads," Francois said. "But if it plays 'Jingle Bells' in a hip-hop version, they'll look."

The various spots in the campaign  also include one in which Santa's sleigh receives a Hemi-engine upgrade, and a matching social media series depicting the elves' "upgrade" of their boss's Christmas Eve ride, as well as a digital-only spot for Jeep that pokes fun at Kia's attempt to compete with Jeep for the affections of off-roaders.

Francois acknowledged that the holiday season has gotten so competitive and crowded in his industry that it's difficult to stand out. But that's what he must try to do each year.

"Every year we all try to reinvent ourselves," he said. "The first time, the whole idea is to make a winter event … then someone suggests: 'Let’s put some Christmas song out.' And so now everyone does it. After years and years of winter events and Black Fridays, almost everything has been done.

"The answer is always a twist—to not totally sing with the choir and have the brand speak loud and clear, be noticeable and very unique. Then clearly this year we wanted to give a nod to our network of dealers, and that last little detail they wanted is, 'Give us a Christmas song.' So we’re giving them Christmas songs our way, and they are super funny."

Francois was hopeful about what "The Big Finish" could accomplish in part because of the market-share gain attributed to the CarPlay campaign, "which is a lot in a big market like the U.S. Then the question is: Can we attribute that to commercials? And that’s where advertising metrics come into play. The ads were some of the best in the past couple of years based on the number of people who watched completely and remembered the ads. This is proof of attribution.

"Obviously when you have such tremendous success with a summer campaign you're shy to totally change."

" contentScore="4124">

Long a leader and innovator in automotive marketing, Fiat Chrysler appears to be gaining ground in an increasingly important sector of that arena: seasonal advertising. Its campaign last summer, which tied in with Apple CarPlay to help clear dealership lots in preparation for new models, gained two points of market share for the season.

That's one big reason Fiat Chrysler Chief Marketing Officer Olivier Francois decided to take a similar approach -- launch a multi-brand campaign with TV commercials that displayed a strong reliance on music -- for the company's last major effort of the year, "The Big Finish" aimed at getting Jeep, Ram, Dodge, Chrysler and Fiat brands their fair shares of the holiday scrum.

"These aren’t Super Bowl commercials; they're not a big idea," Francois told me. "They're a traditional sort of holiday campaign. They will connect because there's something original about them, and that's important for us. "

The riffs involved in FCA's suite of ads include Gwen Stefani's first-ever rendition of a new Christmas song for Ram, and a reworking of "White Christmas" by OneRepublic for Jeep. Stefani "had [the new song] in a drawer," Francois recalled. "We asked her if she would feel like making some version of this new Christmas song for us, and she did it. It's the first release of this song." There's also actress Kathryn Hahn hip-hopping to "dancing" music emanating from a Chrysler Pacifica minivan, a re-imagination of "Jingle Bells" called "Lit Christmas."

Francois has always loved to sell FCA brands and cars with music, whether it was the inspiration of including Eminem in the company's iconic "Born of Fire" Super Bowl commercial in 2011 or the summer's CarPlay campaign, which also starred OneRepublic. He also loves to sell cars with creative twists.

But now there's a higher bar than before during the Christmas holidays, which has become a very important time for auto brands to sell vehicles -- especially in a post-peak era for the U.S. market which, while continuing to enjoy an overall robustness, makes brands work harder for each sale.

"I always think of the couple washing dishes after dinner, and the TV is playing in the background, so if I have another commercial playing 'Jingle Bells,' they're probably not going to turn their heads," Francois said. "But if it plays 'Jingle Bells' in a hip-hop version, they'll look."

The various spots in the campaign  also include one in which Santa's sleigh receives a Hemi-engine upgrade, and a matching social media series depicting the elves' "upgrade" of their boss's Christmas Eve ride, as well as a digital-only spot for Jeep that pokes fun at Kia's attempt to compete with Jeep for the affections of off-roaders.

Francois acknowledged that the holiday season has gotten so competitive and crowded in his industry that it's difficult to stand out. But that's what he must try to do each year.

"Every year we all try to reinvent ourselves," he said. "The first time, the whole idea is to make a winter event … then someone suggests: 'Let’s put some Christmas song out.' And so now everyone does it. After years and years of winter events and Black Fridays, almost everything has been done.

"The answer is always a twist—to not totally sing with the choir and have the brand speak loud and clear, be noticeable and very unique. Then clearly this year we wanted to give a nod to our network of dealers, and that last little detail they wanted is, 'Give us a Christmas song.' So we’re giving them Christmas songs our way, and they are super funny."

Francois was hopeful about what "The Big Finish" could accomplish in part because of the market-share gain attributed to the CarPlay campaign, "which is a lot in a big market like the U.S. Then the question is: Can we attribute that to commercials? And that’s where advertising metrics come into play. The ads were some of the best in the past couple of years based on the number of people who watched completely and remembered the ads. This is proof of attribution.

"Obviously when you have such tremendous success with a summer campaign you're shy to totally change."

Source : https://www.forbes.com/sites/dalebuss/2018/11/30/making-music-work-fiat-chrysler-borrows-from-carplay-success-for-big-finish/

Terima Kasih for visit my website
Making Music Work: Fiat Chrysler Tweaks Winning Formula For 'The Big Finish'