Fiat Case study FAITHLESS PROMMERCIAL by Krow Communications

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FAITHLESS PROMMERCIAL

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Industry Cars
Media Case study
Market United Kingdom
Agency Krow Communications
Released August 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: FIAT
Product/Service: PUNTO EVO FEELIN GOOD
Agency: KROW COMMUNICATIONS
Date of First Appearance: Aug 1 2010
Entry URL: http://www.evomusicrooms.co.uk/
: krow
Media placement: 3 Minute TVC - Channel 4 - 15.08.10
Media placement: 3.5 Minute Video - Multi Channel Music TV & Youtube - 15.08.10
Media placement: 30 Sec TVC - Multi Channel TV - 16.08.10
Media placement: Digital - Multi Site - 01.08.10
Media placement: Music Press - FHM - 27.08.10
Media placement: National Press - Multi Title - 13.08.10
Media placement: PR - Multi Channel - 27.07.10
Media placement: Tesco Promotion - Tesco Stores - 30.08.10

Describe the campaign/entry
The brief was to generate sales of the Punto Evo amongst “free thinkers”; people willing to consider a car from outside of the mainstream, boring, middle of the road brands. The challenge was that all the big boys in the market - Ford, Vauxhall etc - would also be in the market place, but with bigger budgets.

In response, we created the world's first Prommercial – the amalgamation of pop promo and TV commercial – featuring the Punto and dance legends, Faithless.

Amalgamating a pop promo and TV ad had not been done before. Sure, bands and brands had collaborated and product placement had happened all over the place, but we created a 3.5 minute pop promo that cut down to a 30 sec TV ad with Fiat and Faithless as equal partners. This became the centre-piece to a total comms programme. Fame and success followed.

Describe how the campaign/entry was launched across each channel in the order of implementation
We kick started the campaign with PR. Announcements were made about a potential collaboration between Fiat and Faithless.

Next, we invited our audience via print and online teasers to a video premiere over an entire 3 minute break on Sunday in Big Brother to launch the video.

Video distribution followed with road-blocking of every relevant video touchpoint (MTV etc). Social media (youtube etc) and media partner (the sun) distribution followed.

We continued with Big Brother via a homepage takeover on 4oD dominating all pre-roll activity on BB for the day.

The social media push on Facebook/Twitter then started accompanied by Facebook homepage video ads and a Metro takeover.

Wednesday saw the first of our 3 minute YouTube video HPTOs.

To finish, we ran some guerrilla marketing activity, projecting the video, with sound, on to London landmarks.

PR, press and digital and the 30 sec cut-down ran throughout the campaign.

Give some idea of how successful this campaign/entry was with both client and consumer
- Campaign amassed £1.2m of PR coverage including broadcast features including an 11 minute slot on BBC’s Newsnight (one of the most prestigious news programmes on TV), Bloomberg TV and BBC Radio 4.
- The Feelin Good video viewed by 12 million people (and counting).
- Video became most watched music video and 4th most watched video across all categories on YouTube.
- And most importantly, it drove Punto Evo sales which increased by 2.3% year on year in a market which had shrunk by 17% and positioned the UK as the top-selling territory in Europe.
- Fiat described it as their most successful campaign for 10 years.