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

Adsarchive » Promo » Fiat » FIAT GALLERY AT 18 WOOSTER

FIAT GALLERY AT 18 WOOSTER

Pin to Collection
Add a note
Industry Cars
Media Promo & PR
Market United States
Agency THE GEORGE P. JOHNSON COMPANY
Creative Director Jeff Rohlfing
Released April 2011

Credits & Description

Category: Cars & Automotive Services
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 objective of the promotion.
For the Italian-born FIAT, 2011 marked its re-entry into the North American marketplace and the launch of the new FIAT 500 Cabriolet.
Leveraging the buzz of FIAT's presence at the NY International Auto Show, FIAT sought to engage an influential audience including key lifestyle journalists, artists, fashion designers, and musicians in NYC's creative community.
The primary objectives for this event:
1. Build momentum for the recent re-launch of FIAT among New York's influencers and creative class
2. Drive positive buzz, word of mouth and social & media impressions for FIAT
3. Garner cache for the FIAT 500 Cabriolet

Describe how the promotion developed from concept to implementation.
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.

Explain why the method of promotion was most relevant to the product or service.
More than securing a test drive, FIAT wanted to immerse consumers in the brand’s distinctive Italian flair and style. Combining upper funnel brand awareness and lower funnel product trial into 1 experience enabled FIAT to reintroduce itself to the market in a way that brought the brand more meaningfully to life – even for those that didn’t try the vehicle on for size.
This means of promotion was also an alluring alternative for key lifestyle influencers not interested in the commercial environment of the corresponding Auto Show launch.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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 re-tweets 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.