Fiat Chrysler Automotive unveiled its omnibus method to advertising and marketing by means of the coronavirus period with a brand new music and a brand new slogan, within the forefront of a recent advert marketing campaign and promotional initiative that tries to encourage Individuals to persevere and unify — whereas additionally benefiting from the corporate’s new zero-percent-financing provide on many fashions of Ram, Jeep, Dodge, Chrysler and Fiat merchandise.
The corporate’s bargain-basement-loan provide resembles others now afoot within the business. The imagery in its preliminary TV advert is of the generic and “evergreen” sort to which all entrepreneurs are essentially restricted today due to how Covid-19 constrains video manufacturing. However at the least one vital factor does separate FCA’s new promoting from others’: the presence of a brand new music, “Higher Days,” by OneRepublic, a long-time musical companion for the corporate and its manufacturers.
“It’s so anthemic and exquisite,” FCA’s chief advertising and marketing officer, Olivier Francois, instructed me. “Why this music? As a result of I believed it was rallying cry and cause to consider the longer term goes to be higher. Along with our theme, ‘Drive Ahead,’ it says that we’re on this collectively, and we’ll survive this time.”
Plus, OneRepublic’s lead member, Ryan Tedder, despatched Francois the music out of the blue a few weeks in the past as Francois was scrambling to get his personal private footing amid the government-ordered shutdowns of the 2 international locations the place he spends most of his time when he’s not on an airplane: Italy and the US. Tedder had written it whereas self-quarantining in California for Covid-19.
“I used to be within the automobile on a Sunday morning and listening to it, and my spouse says, ‘That’s a pleasant music. Why did [Tedder] ship it to you?’” Francois recalled. “I mentioned, ‘I don’t know. That’s query. I assume he likes it.’ Then, as our crew began placing collectively early phases of our advertising and marketing response to the coronavirus, I knew why he’d despatched it to me.”
The refrain of “Higher Days” says, Oh, I do know that there’ll be higher days / Oh, that sunshine ‘bout to come back my approach / Could we by no means ever shed one other tear for in the present day / ‘Trigger oh, I do know that there’ll be higher days.
Tedder instructed FCA that “the band’s hope is that our new music, ‘Higher Days,’ will deliver consolation as all of us keep residence to fight the Covid-19 outbreak.”
The voiceover for the brand new “Drive Ahead” advert, which proceeds in opposition to the backdrop of the music, backs up Tedder’s message. “Collectively, we will do that. Our spirit is what unites us. It’s what bonds us and reminds us we’re all one. Which is why in case you want a car throughout this time, we’re providing zero-percent financing for 84 months … with no funds for 90 days And the flexibility to buy from the security of your house Higher days are forward ….”
Francois mentioned the “Drive Ahead” advert utilizing “Higher Days,” and the promotional incentives, are components of how FCA is answering what he calls a “story of two cities” sort of dilemma in deciding learn how to promote and market and promote throughout the Covid-19 disaster.
“We have to struggle this as people and corporations in one of the crucial difficult instances ever,” Francois mentioned. “On the similar time, that is the time to attempt for inspiration from a marketer. Our job is to attempt to deliver some order to all of this chaos, and creativity may help to make that order.”