Gail & Rice
original. experiential.

FCA: Consumer Drives

Fiat Chrysler Automobiles: Consumer Drives

The Challenge

Fiat Chrysler Automobiles (FCA) wanted to create a personal and lasting connection between customers, vehicles and brands at major auto shows across the country.

The Idea

We developed customized experiences for FCA in 30 markets from coast to coast.  Each event made the most of the venue, climate and local driving opportunities. From sporty and fun Fiats, to exhilarating Dodge performance cars, to hardworking RAM pickups, to incredibly capable Jeeps – our team handled venue scouting and contracting, course design and setup, driver registration and screening, and event execution.  Most importantly, our on-site product specialists worked with each consumer to create personal experiences that communicated brand messaging, educated them on the vehicles and demonstrated key features.

The Result

Each year we move tens of thousands of consumers seamlessly from the auto show floor to the driver seat of client vehicles. Major lifts in opinion, consideration and sales match data strongly support the effectiveness of the approach.