Fiat Chrysler Automotive (FCA) had a great deal it wanted to say about three of its most powerful American nameplates. It just needed to find the perfect trifecta of the right messages, the right audiences, and the right places.
“We called it, ‘The Big-Game Blitz,’” said Olivier François, CMO for Fiat Chrysler Automotive. The game was the biggest of all – the 2019 Super Bowl. And, he told delegates at the Association of National Advertisers’ (ANA) 2019 Brand Masters Conference, the message bombardment was premised on the answer to three pressing questions:
- “Do you really need to spend $5 million to get 30 seconds of attention from 100 million viewers?
- “Is there still something in this country that we can agree on beyond our love of Clydesdales?”
- “Could social media serve as a focus group as accurately as you normally would pay for with a $75-dollar sandwich?”