MUSE Silver

United States

2021

FCA Fleet Diversity Campaign

Entrant Company

The JRT Agency

Category

Video

Client's Name

Sub-Category

Diversity & Inclusion (NEW)

The FCA Fleet group had an existing website, which was intended to promote vehicles built and tailored to people with disabilities, both directly to consumers and to upfitters. This was a market category that FCA led years ago, but had seen a significant drop in market share compared to other manufacturers. The organization’s approach was “one size fits all,” and the online experience simply presented vehicle product offerings. With the ultimate goal of selling more vehicles, the JRT agency worked to identify how to reimagine and leverage the website experience – and beyond – to build loyalty and sales. The challenge was how to make FCA the preferred choice for a mobility vehicle over other OEMs by creating a strong emotional connection to a segment of the market represented by 57 million Americans. We crystalized six key personas and developed a content strategy that spoke directly to those unique user groups. We placed significant importance on empathizing with people looking to purchase a mobility vehicle. That content and UX strategy had a simple goal: get the user where they need to be in four clicks or less. With every click, our intent was to bring the visitor closer to their own story and challenges – and the FCA Fleet. We renamed and relaunched the website as FCAUSDriveAbility.com, promoting the ability of users (rather than their disabilities). By developing both an on- and off-line experience where users can identify with their own stories through a calculated content strategy , they reach the ultimate goal of finding the right vehicle for their unique needs. Plus, mobility dealers and upfitters could use the website to better identify their customer needs, making their own sales efforts more successful by aligning with FCA. FCA has returned to a leadership position in the mobility vehicle marketplace in just two years, with a 50% increase in vehicle sales since the launch of FCAUSDriveAbility.com. The online experience has also catapulted key website metrics, including 153% increase in visits since relaunch, 134% increase in time on site and 50% increase in average user engagement.

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