Award-winning storytelling served up on a unique digital platform helped bring attention to FCA (now, Stellantis) Automotive’s mobility division. From the logo to its renaming (and everything in between), we helped put those who live forward in the spotlight and in the driver’s seat.
The JRT strategy was to infuse the FCA mobility division’s brand with the spirit of life we saw in their wonderfully positive customers. We wanted the brand to celebrate their customers’ mobility – their ability – by telling their customers’ fascinating stories. The name “DriveAbility” was coined during this process, as well as the campaign theme “Live. Forward.”
The relatability of testimonials and the representation of real people were vital to development of the brand’s voice.
