Chrysler Uconnect

Elevating Fiat Chrysler’s ability to communicate the true value of their new in-vehicle connectivity system.

Strategy & Insights
Digital Marketing
Experience Design


Fiat Chrysler Automobiles (FCA) approached R2i to develop an awareness campaign for their in-vehicle connectivity system, Uconnect, to help both the dealer network and their consumers understand how the system’s features give drivers access to information they need while remaining focused on their drive.


The campaign, “A Uconnect Life,” equipped FCA with an enhanced brand style and messaging that communicated Uconnect’s technical features in a consumer-friendly way. By building unique persona vignettes and a new brand book, we gave FCA the targeted content and resources to engage with customers via dealerships, trade shows, digital, and video channels.


  • Personas Delivered

    Provided 20 buyer personas for use in building relevant content campaigns

  • Visual Identity

    High-visibility content types for internal and external communication

  • Brand Governance

    Maintained compliance and consistency for marketing and sales activities through comprehensive Brand Book

  • Elevated Voice

    Allowed brand to clearly explain technical features in a digestible format

The Goods

  • Brand Strategy
  • Audience Research & Persona Development
  • UX Design
  • Campaign Execution