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Remember Your Nature



Branded Content for Fiat Chrysler Automobiles



Challenge





The Reply Creative Challenge is the largest competition in Europe for students and young creatives organized by Reply and part of the online team-based series of competitions. The goal was to create creative solutions to drive prospects to dealers into the new “normal” scenario after the pandemic period. The main need of FCA will be that of giving consumers good reasons to buy a new vehicle.



Concept



The campaign aim is to show perspective in the most unbearable circumstances and engage customers with the concept of escaping to nature in the pandemic. Furthermore, it's a great opportunity to drive channel strategy transformation from retail to digital while synchronizing the multi-brand under the FCA umbrella. Remember Your Nature is a global brand activation campaign and lean-transformation framework that opens three new dimensions for FCA.





Digital Transformation



Develop in-house digital excellence to plan, salvage outsourced costs through all brands and channels. Manage and execute cross-platform channel activations. Acquire real data, easily test the market hypothesis, trial and error digital solutions across the globe at almost zero marginal cost. Digital cross-channel developments can scale exponentially while enabling virtual excellence teams to create, develop, and test.



Unified
Dealer Flow



In today’s digital-first world, businesses need to be more agile than ever before, able to respond to customers quickly by ensuring employees are equipped to handle a constant flow of queries across multiple channels. Map and evaluate value chain, acquire real feedback and pivot short-term strategy - focus on added-value services, and core product experience.



Synergy
Valuation



The combination would unite the groups’ respective brand strengths across Luxury, Premium, Mainstream Passenger Car, SUV and Trucks & Light Commercial – making them stronger together. The merged entity would bring together the brands’ extensive and growing capabilities in the technologies shaping the new era of sustainable mobility, including electrified powertrain, autonomous driving and digital connectivity.



THE NEW NORMAL IS HERE



The New Normal is the opportunity of the decade for global, vertically integrated enterprises. Analyse your value chain, create low-risk strategies to simplify and optimize operations in order to increase operational efficiency and global sales margins.



Creative Direction



I was responsible for selecting the participants for the challenge and leading the five-member creative team in conceptual development. Working on a tight timeframe, we only had two days to define the brand messaging and personas, design the website layout and additional graphic elements, execute a commercial video and figure out the overall creative concept for the branded content strategy. The foundation for the overall design concept was connecting the cars to each personas' travel destination and highlighting the link between nature and the desire to escape from the city.



Deliverables



Out of 1093 teams, we were honoured to win the award in Branded Content category of the Reply Creative Challenge. We got an opportunity to hold a presentation for the jury and introduce our vision for the representatives of FCA. The prompt jury set a high value on the implementation of the commercial video that we executed in 48 hours. Based on the concept we created a short report of the future scenarios for the automotive industry that we published as a "black paper".



Team



Dániel G. Németh • Service Design

Fatima Baigorra • Graphic Design

Gábor Z. Tóth • Videography

Attila Fekete • Motion Graphics

Ágnes Vedres • Research




Be aligned,
Be aware.





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