Fiat Case study UNMISSABLE SCREENINGS by Krow Communications

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UNMISSABLE SCREENINGS

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Industry Cars
Media Case study
Market United Kingdom
Agency Krow Communications
Client Service Director Steve Keenan
Released August 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: FIAT
Product/Service: PUNTO EVO
Agency: KROW COMMUNICATIONS
Date of First Appearance: Aug 13 2010
Entrant Company: MAXUS LONDON, UNITED KINGDOM
Client Service Director: Steve Keenan (MAXUS LONDON)
Account Director: Emily Rich (MAXUS LONDON)
Media Manager: Sarah Baker (MAXUS LONDON)
Media Manager: Kate Milligan (MAXUS LONDON)
Senior Planner/ Buyer: Sam Wade (MAXUS LONDON)
: (KROW COMMUNICATIONS)
Media placement: National Press - Campaign Announcement - Metro - 13 August 2010
Media placement: Online - Impact Video Formats - 180" - YouTube, Facebook, Channel4, Yahoo Mobile, Metro - 14 August 2010
Media placement: Launch Spot TV - 180" - C4, E4 - 15 August 2010
Media placement: National TV - 30" - ITV, C4, Five, MCH - 16 August 2010
Media placement: Online - Video On Demand 30" - ITV, C4, Five - 16 August 2010
Media placement: National Press - Independent, Metro, Sun, Saily Mirror, Daily Star, Sunday Mirror, News Of The Wo - 16 August 2010
Media placement: Outdoor - Digital Screens - Two Towers, Eastern Access Digital Banner, Projections - 16 August 2010
Media placement: Online - Standard Formats - Facebook, Top Gear, Autoexpress, WhatCar, Autotrader, 4th Screen, Adconion, Spec - 16 August 2010

Insights, Strategy & the Idea
The UK ‘supermini’ car market in 2010 was challenging; the tough economic climate meant brands were leading communication with value- driven offers to price conscious, cash poor young consumers.

When FIAT tasked us to drive sales of the PUNTO EVO, we knew we had to change the category conversation. We needed to turn our back on price-driven messaging and instead build a property that would genuinely stand out, entertaining and engaging our audience on their terms. By creating enough anticipation and excitement around the property, we could then let go of it, knowing our audience would discuss and distribute it themselves.

Leveraging one of the PUNTO EVO’s key features, the integrated ‘Blue & Me’ music system, and building on previous work we had done with the music industry, we decided to approach one of the world’s biggest bands to jointly create a music video for their latest track.

Creative Execution
Together with the band Faithless, we created a 3 minute music video for their new single “Feelin’ Good”.

Then we focused video distribution on one week in August, road-blocking every relevant video touch- point and driving social media distribution.

We kicked off the campaign by inviting our audience via print and online teasers to a video premiere. Then we took over an entire 3 minute break on Sunday in their most watched programme, Big Brother.

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

On Tuesday, we launched a social media push on Facebook and Twitter accompanied by Facebook homepage video ads and a Metro takeover.

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

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

Results and Effectiveness
We exceeded expectations. In the first week, the full 3 minute video was viewed by 2.2 million people and we saw an immediate explosion in online chatter.

Our strategy delivered:

14 million exposures to the campaign in the first week

Uplift in PPC traffic which increased brochure requests by 200 in the first week

Over 240% increase in searches for PUNTO on Auto Trader online

PUNTO reached #1 in ‘superminis’ searched for, up from fifth the month before

“FIAT PUNTO ad with music by Faithless, OMG!! Insanely good. I love it, 3 whole minutes of brilliant dance music.”