Fiat Chrysler Automobiles has done it again! Not only is the company the official sponsor of the American Music Awards telecast, but it has also figured out a very cool way to incorporate music to differentiate itself from the rest of the automobile trade. The advertising approach is unique and speaks to its targeted consumer on an authentic level . By collaborating with Universal, Sony and Warner record labels, Fiat used music as its advertising hook and as a result, the brand was exposed to a younger mass audience of music fans.
Fiat’s CMO Olivier Francois’ love for music is the reason that this automobile company has been leveraging music in its marketing strategy for the last five years. Fiat is leveraging the #PowerOfMusic to differentiate and give their brand a personality to appeal to a younger audience.
“Music and the AMAs are part of this moment where you can build or add some relevance to our message, because there’s nothing less ‘relevant’ than a car commercial—for that, our whole marketing investment will be relatively inefficient,” Fiat Chrysler CMO Olivier Francois said. “We want to add relevance, connected tissue—glue that will do something for you, so that even if you’re not in the car market today, you’ll watch the commercial.”