Fiat Chrysler Automobiles is rolling out brand-specific creative centered on the COVID-19 pandemic.
Alfa Romeo, Chrysler, Dodge, Fiat, Jeep and Ram Truck are launching individual branded hashtags encouraging people to stay home. The brands will launch both video and static posts over the coming weeks.
“Our goal as an automotive company is to encourage all Americans whose current conditions allow them to stay off the road to now do so, so that we can get back on it that much sooner,” says Olivier Francois, chief marketing officer, FCA, in a release.
Unlike other automakers whose pandemic-related campaigns have focused more on no-interest financing or payment relief, the creative from FCA is taking a different tack.
Chrysler brand's #PacificaCampOut, with videos featuring actress Kathryn Hahn, gives families ideas on how to use their Chrysler Pacifica to keep both parents and kids entertained without leaving the confines of their driveway.
The first video, “Fresh Air,” created by Doner, launched on Instagram, notes “We could all use some fresh air. Even if it’s in your driveway.” It ends with the hashtag #StayAtHome. The brand also will post “Chrysler Cares” content supporting those in need now, including its partnership with No Kid Hungry to help end childhood hunger.
Dodge brand's social media campaign #TheMuscleBehindUs honors those in the Brotherhood of Muscle who serve as first responders and others on the front lines of the pandemic, sharing their stories across social media channels and through longer-form content on DodgeGarage.com.
Fiat shows solidarity both at home and abroad with its global community with its #WeAreItaly social media campaign, including a poignant video from Migrante,“Letter of Hope,” which includes a voiceover donated by Francis Ford Coppola. The campaign aims to support drivers through this shared global experience, impacting everyone whether they’re from “big” Italy or Little Italy.
Fiat also is posting social content under the #StayAtHome hashtag, including “We’ve been down many roads together and we’ll get through this too” and “We’re in this together, even when we’re apart,” with more to follow throughout April.
Jeep’s spot, “Same Day,” created by High Dive, uses footage from the “Groundhog Day” Super Bowl spot featuring Bill Murray. It uses the hashtag #StayOffTheRoad.
The spot begins with two screens of copy: “We understand that every day is starting to seem the same.” It ends with images of a Jeep off-roading and more superimposed copy: “Stay home. Stay healthy. When this is all over, the trails will be waiting.”
A somber spot for Ram Truck, “WorkForHome,” created by The Richards Group, honors workers aiming to keep everybody safe and healthy, including first responders, health care workers, and utility and delivery workers. The campaign includes Twitter posts urging consumers to #WorkFORHome.
In a social media campaign, the “A” in the Ram logo becomes a symbol of a house as part of the month-long campaign. The social content includes “Pick Me Ups" where followers can nominate their friends and families as unsung heroes.
“Most of the work you'll see in the coming days and weeks is rich with emotion, comfort and resilience,” FCA's Francois says. “I do think, however, that we should not forget about the importance of a good smile or a good laugh, too, as it joins people together and offers a feeling of normalcy or relief in such unprecedented times. So you are going to see some additional content coming from us that reflects that spirit, as well.”