In an effort to galvanize Americans and encourage them to stay home, when possible, in addition to celebrating those who are selflessly working on the frontlines, Fiat Chrysler Automobiles (FCA) is launching a social media campaign across the Alfa Romeo, Chrysler, Dodge, FIAT, Jeep®, and Ram brand channels. Each brand will be featuring its own unique hashtag in addition to using the #StayAtHome hashtag being used across social media around the world.
“We want to send messages of hope, solidarity, and optimism to everyone who is doing their part to combat the spread of the virus, for the people staying at home and to those working on the frontlines,” said Olivier Francois, Chief Marketing Officer, FCA. “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 that we can get back on it that much sooner.”
Francois added, “Most of the work you’ll see in the coming days and weeks is rich with emotion, comfort, and resilience. 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.”
Starting with the Jeep® brand, the popular and award-winning “Ground Day” commercial will be relaunched with a new meaning stating that “We understand that every day is starting to seem the same. Stay home. Stay healthy. When this is all over, the trails will be waiting.” The off-road brand will be utilizing the #StayOffTheRoad hashtag.
The Ram Truck brand is highlighting its new #WorkFORHome hashtag in its social media campaign. The campaign honors all the courageous workers essential in keeping our country safe and healthy, including first responders, health care workers, farmers, and utility and delivery workers. The “A” in the Ram logo will become a symbol of a house as part of the month-long campaign.
The Dodge brand’s #TheMuscleBehindUs honors and celebrates those who serve as first responders and others on the frontline of the COVID-19 crisis. As part of its campaign efforts to bring the Brotherhood of Muscle together, Dodge will also recognize the “everyday heroes within the Brotherhood” as part of the deeper campaign to roll out in the coming weeks.
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Alfa Romeo brand is utilizing the #MorePowerfulInPark hashtag. The campaign acknowledges that the most important race at this time is the human race. The social media post will showcase of the 2020 Alfa Romeo Giulia and Stelvio models.
The Chrysler brand is featuring the hashtag, #PacificaCampOut. The Chrysler campaign features actress Kathryn Hahn and gives families ideas on how to use their Chrysler Pacifica to keep both parents and kids entertained without leaving their driveways.
Whether it’s grabbing popcorn and jumping in their Pacifica for a night “out” at the drive-in movies, using Uconnect Theater, or opening up the tri-pane panoramic sunroof to stargaze, or using the Pacifica as an extra “room” in the house, the Chrysler brand offers tips to moms and dads to keep both themselves and their children busy during this unprecedented time.
The FIAT brand’s #WeAreItaly campaign reflects the solidarity of supporting drivers through this shared global experience, impacting everyone whether from “big” Italy or Little Italy. The most recent post, “Letter of Hope,” sends a message of hope, acknowledging that while things are difficult, “… our hopeful spirit will never be broken … It becomes our greatest ally.”
The new campaign will run through the rest of the month of April.
