Seasonal service campaigns have been a core part of aftersales communication at Stellantis for many years. Taking on multi-brand responsibility, alongside changing customer expectations, created the challenge of addressing customers across brands, according to need, and through measurable marketing activity. The tactical campaign strategy was therefore fundamentally developed further in 2023 and 2024.

The previous broad, seasonal campaigns were replaced by single-theme, audience-relevant offers that largely work across brands. The aim: more attention for service offerings, higher reach, stronger dealer participation and additional workshop contacts.

In parallel, communication routes and the supply of advertising materials were modernised. Digital marketing activity is the focus. Advertising and POS materials are supplied digitally as required, which increases flexibility and reduces effort. The result is a scalable campaign architecture, expanded from one brand with three campaigns to ten brands with ten campaigns, enabling more efficient and more relevant market coverage.

From brand-specific to scalable multi-brand campaigns — the previous logic of broad, seasonal service campaigns was fundamentally developed further. Predominantly brand-specific campaigns gave way to single-theme, audience-relevant, needs-based offers that can largely be deployed across brands. That allows relevant products and services to be marketed efficiently across the entire brand portfolio.

Digital instead of analogue – in parallel, the go-to-market logic was realigned. Campaigns are now promoted deliberately through digital channels along the customer journey, reaching customers in relevant moments of use. At the same time the supply of advertising and POS materials was fully digitalised. Physical material packages gave way to on-demand digital provision for the dealer organisation.

Scalable and measurable – a campaign architecture for one brand with three campaigns became a model for ten brands with ten campaigns. The combination of audience-focused offers, digital marketing and centrally supplied materials creates the basis for efficient, cross-brand market coverage.

Result — tactical offer communication was developed from a largely classic advertising approach into a modern, data-driven sales engine. The outcome: markedly higher visibility through digital channels, stronger local marketing capability among dealers, and a scalable campaign approach for ten brands and ten campaigns.