Thursday, March, 30, 2017

Chrysler Music Strategy

The competition between the biggest automobile manufacturer has grown excessive over the last decade. If you wanna be one of the big players your advertising strategy has to be perfectly elaborated. And what is the key to your customers hearts? Music.

Today we wanna focus on the automobile giant Chrysler and how they use music to get the most attention for their brand and reach their customers hearts through music they love. Fiat Chrysler uses a different strategy to gain attention. Last year they showed up again at the American Music Awards. The automobile manufacturer collaborated with record labels on three custom ads. With those three ads they tied their different car brands to famous music stars. The spots, ranging from 30 to 90 seconds, targeted a youthful audience. For the 90 second spot, FCA teamed up with the famous singer Charlie Puth of Atlantic Records and his song “One Call Away.” 

Besides Charlie Puth also singers Sofia Reyes, Brett Eldredge and Ty Dolla $ign had their part in the commercial, which featured a Fiat 500X, Ram Rebel, Jeep Renegade, Chrysler 200, and Dodge Charger and Challenger in places all across the U.S. .Although tonight was the only time the commercials were on TV, a longer-form video of “One Call Away” will be on Puth’s Vimeo channel.
The second spot which was 60 seconds long was a collection of young artists from Interscope Records, which is a affiliated company of the music giant Universal Music Group . Skylar Grey, Pia Mia, Tory Lanez and BORNS ,synchronized “stars of tomorrow” during the ad, were paired with a Ram 1500, Jeep Wrangler, Dodge Charger and Chrysler 200.

The last spot was a 30-second spot with the cappella group Pentatonix from Sony Music Group and their song “Sing”.

What’s left to say?

If you have a great idea and great collaborations partners it is definitely worth playing a different tune. Many car manufacturers should watch  Fiat Chrysler carefully. We are expecting great new moves like the ones in the past for 2017.