FIAT GALLERY AT 18 WOOSTER by THE GEORGE P. JOHNSON COMPANY for Fiat

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FIAT GALLERY AT 18 WOOSTER

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Industry Cars
Media Design & Branding
Market United States
Agency THE GEORGE P. JOHNSON COMPANY
Creative Director Jeff Rohlfing
Released April 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: FIAT USA
Product/Service: FIAT 500 CABRIOLET
Agency: GEORGE P. JOHNSON
Senior Creative Director: Paul Hemsworth (George P. Johnson)
Creative Director: Jeff Rohlfing (George P. Johnson)
Senior Account Executive: Mike Borkowski (George P. Johnson)
Media placement: Pop-Up Branded Environment - 18 Wooster Street Gallery, Soho, New York - 21 April 2011

Describe the brief from the client
For the Italian-born FIAT, the beginning of 2011 marked its re-entry into the North American marketplace and the launch of the new Fiat 500 Cabriolet. In addition to their presence at the New York International Auto Show, FIAT wanted to create an offsite pop-up where tastemakers could discover the brand on their turf and on their own terms. Fashion, art and music would need to play a vital role in enticing visitors.

Describe the challenges and key objectives
Combining upper funnel brand awareness and lower funnel product trial into one experience would enable FIAT to reintroduce itself to the market in a way that brought the brand more meaningfully to life.

However, more than securing a test drive, FIAT wanted to immerse consumers in the brand’s distinctive Italian flair and style to build momentum, buzz and garner cache for the brand among New York’s influencers and creative class.

This environment was an alluring alternative for those not interested in the commercial environment of the corresponding Auto Show launch.

Describe how you arrived at the final design
For a style-conscious brand like FIAT, there was no better way to connect with influential trendsetters than through an equally unique lifestyle experience.

The FIAT Gallery at 18 Wooster combined the rich heritage and modern design of FIAT with invite only activities and interactive elements to engage New York’s influential creative class.

By day the gallery was open to the public and featured a café, gallery, interactive 'style centre' and test drive opportunities. By night the gallery became an invite-only hot spot for New York influentials with fashion shows, concerts and parties evocative of FIAT style and sophistication.

Give some indication of how successful the outcome was in the market
FIAT’s Soho Gallery was an instant hit with New York’s influential creative class both in person and online. During the event, the FIAT Gallery had over 15,000 visitors. Well over 50 journalists, from a range of media outlets, attended the event.

Over 354,275 impressions were generated through Facebook, Twitter, and other media, generating over 240 retweets and over 390 @mentions.

The New York press was also impressed, giving the event continuous coverage over the 12-day period. Adding to the huge success, the FIAT Gallery at 18 Wooster has also been honoured with accolades for the design of the space.