Brand: FIAT
Campaign: Fiat 500 re-launch
Markets: Italy and UK focus (Europe)
Dates: July 2007 – January 2008
Background
Fiat 500 is one of the most iconic cars in the world whose last production series was during 1975. In 2007, on the steps of the new BMW MINI and the VW New Beetle, FIAT decided to re-introduce the small city-car into the market. Because the 500 belongs to the Italian cultural heritage, the car deserved and needed a bold and memorable come back – not only in the Italian automotive industry but on a global level
Challenge
How does Fiat re-introduce an iconic city-car into the market, in a really innovative way, into a highly competitive market category (MINI, NewBeetle, Smart…)
Approach
The product is mainly targeted to young-at-heart professionals and city-car drivers with a spirit of fun and adventure. Taking into consideration that this audience is very active online, the brand wanted to create something where both online and offline media techniques would play an important role together, involving the target audience right from the start.
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Profero Thumbs/UP: Fiat 500
Brand: FIAT
Campaign: Fiat 500 re-launch
Markets: Italy and UK focus (Europe)
Dates: July 2007 – January 2008
Background
Fiat 500 is one of the most iconic cars in the world whose last production series was during 1975. In 2007, on the steps of the new BMW MINI and the VW New Beetle, FIAT decided to re-introduce the small city-car into the market. Because the 500 belongs to the Italian cultural heritage, the car deserved and needed a bold and memorable come back – not only in the Italian automotive industry but on a global level
Challenge
How does Fiat re-introduce an iconic city-car into the market, in a really innovative way, into a highly competitive market category (MINI, NewBeetle, Smart…)
Approach
The product is mainly targeted to young-at-heart professionals and city-car drivers with a spirit of fun and adventure. Taking into consideration that this audience is very active online, the brand wanted to create something where both online and offline media techniques would play an important role together, involving the target audience right from the start.
Read More »