GET READY by Impatto, MTh for Fiat

Adsarchive » Print ads » Fiat » GET READY

GET READY

Pin to Collection
Add a note
Industry Cars
Media Print, Magazine & Newspaper
Market United States
Agency Impatto
Director Mark Kudsi
Designer Chris Ballard
Agency MTh
Released May 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: FIAT
Product/Service: FIAT 500
Agency: MTh (MOTION THEORY)
Agency: IMPATTO
President/Chief Executive Officer: Michael D’Antonio (Impatto)
Senior Writer: Parag Tembulkar (Impatto)
Senior Art Director: Craig Smith (Impatto)
Account Executives: Jason Hayes/Shannon Stone (Impatto)
Producers: Lorraine Kraus/Kristin Loudis (Impatto)
Director: Mark Kudsi (Motion Theory)
Executive Producer: Javier Jimenez (Motion Theory)
Line Producer: Anna Joseph (Motion Theory)
Director Of Photography: Eric Schmidt (Motion Theory)
Production Designer: Teri Whittaker (Motion Theory)
VFX Producer: James Taylor/Christina Caldwell (Mirada)
Senior Art Director: Jonathan Wu (Mirada)
Lead Compositing Artist: Ash Wagers (Mirada)
Compositing Artist: Jason Lowe/Ed Laag/Thomas Horne/Oliver Scott/Phil Guthrie (Mirada)
Code Artist: Keith Pasko/Tim Stutts (Mirada)
Designer: Chris Ballard (Mirada)
Flame Artist: Danny Yoon/Matt Bramante (Mirada)
Lead Editor: Lenny Mesina (Mirada)
Additional Editing: Fred Fouqet/Hoa Mai (Mirada)
Executive Producer: Scott Cymbala (Massivemusic)
Media placement: WEBSITE, SOCIAL SITE - Fiatusa.com, Facebook - March 2011
Media placement: EMAILS - 500 FIAT Customer Emails - March 2011
Media placement: VIRAL FILMS - Youtube.com/fiatusa - April 2011
Media placement: MUSIC VIDEO - Youtube.com/fiatusa - May 2011

Describe the objective of the promotion.
The objective was to sell the first 500 FIAT 500s to the US market. To re-introduce the brand after an absence of 2 decades. To break through the negative image perceptions of 'old, uncool'. To ensure that those who booked the vehicle were constantly engaged and touched by an expressive brand in an interesting way; so that they would spread the word about the new Fiat 500. To make the first 500 customers feel very special and to make their wait for delivery worthwhile.

Describe how the promotion developed from concept to implementation.
The first 500 FIAT 500’s were offered on Facebook for a down-payment of $500 without mentioning the final price. They were booked quickly. So started a series of communications that ran into months. Personal email updates from the Head of FIAT with photos of individual cars in different stages of production. Videos involving participation of eager customers-in-waiting were created (tapping into their anticipation and knowledge about the brand) and went viral. And finally, a grand music video — featuring people and car getting ready to meet each other — that premièred exclusively online leading them to the final delivery status.

Explain why the method of promotion was most relevant to the product or service.
What do you do with little money, a niche car, a brand that’s been absent and taken an image beating? Non-traditional promo, activation combined with direct communication and social media was a good way. The FIAT 500 is a ‘personal’ car; the brand is about passionate self-expression. It seeks to engage people who are expressionists and trigger conversations amongst them to generate brand heat and organic growth. All this made us decide it was necessary to introduce and start customer conversation differently than the usual TV/print/OOH media. Let them decide rather than be told.

Describe the success of the promotion with both client and consumer including some quantifiable results.
500 cars were sold within days of the Facebook promo. They were bought by people who were passionate and knowledgeable about the brand. With every piece of communication they generated brand conversation via word-of mouth. Almost none of these people fell out but took delivery after a long wait. The final piece, the music video that made them feel really special as it was exclusively premièred to them to lead them to their delivery status, was spread by them. It was effort worth half a million hits on YouTube in the first week.