FIAT 500 ABARTH REVEAL by SapientNitro USA for Fiat

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FIAT 500 ABARTH REVEAL

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Industry Cars
Media Direct marketing
Market United States
Agency SapientNitro USA
Creative Director Boris Stojanovic, Jake Wheeler
Art Director Antonio Caballero
Copywriter Anthony Font
Designer Angela Medina
Released May 2013

Credits & Description

Advertiser: CHRYSLER GROUP LLC
Agency: SAPIENTNITRO
Category: Cars & Automotive Services
Advertising campaign: FIAT 500 ABARTH REVEAL
Senior Art Director: Alejandro Belmar (SapientNitro)
Director User Experience: Alejandro Mendoza (SapientNitro)
Programmer: Alejandro Villanueva (SapientNitro)
Creative Director: Boris Stojanovic (SapientNitro)
Project Manager: Juan Serrano (SapientNitro)
Creative Director: Jake Wheeler (SapientNitro)
Flash Developer: Othman Othman (SapientNitro)
Account Director: Alan Clisch (SapientNitro)
Digital Media Developer: Alex Marzo (SapientNitro)
Copywriter: Anthony Font (SapientNitro)
Interactive Developer: Kryssie Knowles (SapientNitro)
Strategy: Sam Joseph (SapientNitro)
Group Account Director: Tom Cote (SapientNitro)
Information Architect: Alexandre Niccoluci (SapientNitro)
Designer: Angela Medina (SapientNitro)
Technical Director: Anil Garapati (SapientNitro)
Art Director: Antonio Caballero (SapientNitro)
Worldwide Chief Creative Officer: Gaston Legorburu (SapientNitro)
Lead Programmer: Joe Fraga (SapientNitro)
Senior Interactive Developer: Sam Nakala (SapientNitro)

Implementation
The solution was to intrigue and excite. To give enthusiasts an exclusive opportunity to be one of the first to experience this unique car and brand. First, a teaser campaign would bring people to the unveiling of the first Abarth ever in America, live at the LA Auto Show. A microsite would serve as the hub for the occasion, social, gaming, virtual racing experiences, the stories behind them, and other video content that would further drive the introduction of the legendary car. Our special racetrack events put bloggers in the actual driver’s seat.

Client Brief Or Objective
With an already established cult-like following in Europe, the goal was to introduce the FIAT 500 Abarth to U.S. auto enthusiasts that had virtually no knowledge of this legendary performance brand. To prove Abarth’s capabilities, we targeted hardcore enthusiast-influencers first, knowing this would project the right image and attract other prospects. Strategically, we wanted to build credibility, establish community, and increase sales by creating a foundational content and engagement platform that would bring consumers into dealers.Once the Abarth established credibility among gear-heads and enthusiasts, the entire brand would benefit from the halo effect.

Outcome
Our teaser campaign netted a 90% completion rate – in two days, over 300,000 people came to see the unveiling of the Scorpion.Online chatter drove the web sensation into becoming a Super Bowl spot, generating almost 10 million views on YouTube. The initial shipment to the dealers was sold out before the cars ever hit the lot. Over 53,000 people signed up for purchase information – 15 times more than the 3,500 Abarth’s available. The Abarth halo effect turbo-charged overall FIAT brand consideration: Fiat 500 sales hit record numbers in February 2012. The full year boasting %120 increase in sales.

Execution
Extreme enthusiasts and their passion for racing are things inherently competitive. To draw these people from the woodwork (and ultimately drive them to visit our site / FIAT dealership), we tapped into their spirit. Their need for edge, to persistently get something extra, something more or better. In this case, it was their need to experience Abarth, and how it has transformed the Fiat 500 into a head-turning performance car. The creative intrigued with the opportunity to be one of the first. With only 3,500 Abarths made, exclusivity and aspiration became part of the competition.