Fiat Chrysler hopes to ride the popularity of Star Wars to increase sales

Ahead of the release of the highly anticipated installment of Walt Disney Co.’s DIS Star Wars, Fiat Chrysler Automobiles N.V. FCAU announced a new advertising campaign hoping to capitalize on the excitement surrounding the movie and nostalgia of adults remembering their childhood watching the trilogy. Chrysler will debut seven Star Wars advertisements, each emphasizing their car lineup while implementing music or other aspects of the movie franchise into the dialogue.

Michael Wayland wrote, “Partnering with trending movies is a part of Fiat Chrysler Chief Marketing Officer Olivier Francois’ philosophy of staying relevant. “Cinema is a perfect way to shape a brand, make it look a little bit different than another,” he told The Detroit News in a recent interview. “And more importantly, to be relevant.”

Chrysler’s ad campaign will target a wide demographic of customers with the bulk of the campaign being shown on top NFL and college football games, emphasizing the significance of live television in the company’s advertising strategy. The campaign will be shown primarily in North America, Argentina, and Brazil.

Fiat Chrysler last traded at $13.85, down 0.29 percent.
Disney last traded at $111.94, down 1.81 percent.