When in 2009, Fiat CEO Sergio Marchionne sent his Fiat CMO Olivier Francois to Detroit to take on Chrysler’s marketing, the French man was under the impression, America would buy anything ending in 99. It was he, who -enabled by a fresh European viewpoint- discovered, that the city of Detroit had a greater story to tell then deals offered for Columbus Day
Every one loves her small spot of soil and with a little help from W+K, Olivier Francois managed a series of campaigns that resonated across America and lifted sales an astounding 37%.
Local focus. Morale. Resistance. Imported from Detroit.
Market share for Chrysler increased from 8.9 to 11.5%. Sales figures doubled in the passed year.
auto marketing automotive Chrysler Fiat Julie Harper Lancia Olivier Francois Sergio Marchionne