Fiat Chrysler launched a media campaign aimed at plugging its new online buying tools and financial incentives — including 0 percent with 84 months’ financing — designed to keep purchases coming during the coronavirus pandemic.
The campaign is called “Drive Forward” and is backed by a song recorded last week by pop group OneRepublic while under quarantine.
The campaign will get media support on TV and digital. Starting Wednesday the automaker will run the campaign in place of individual spots promoting its brands, which include Jeep, Chrysler, Dodge and Ram.
The decision to stop regular advertising follows similar moves by other automakers that are coming to grips with the reality that typical ads plugging new vehicle launches or run-of-the-mill sales events won’t cut it during the pandemic. Most ot the new ads tout financial relief programs like payment deferrals as automakers try to keep buyers interested when most people are focused on more immediate needs, like stocking…