Making Music Work: Fiat Chrysler Borrows From CarPlay Success For 'Big Finish' [Forbes]
FIAT CHRYSLER AUTO NV (FCAU)
Last fiat chrysler auto nv earnings: 2/6 06:58 am
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Source: Forbes
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 i
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