The only way to convince a skeptical American audience that a Fiat could have real-deal performance capabilities was to prove it. Employing the gutsy Fiat 500 Abarth, we took on the US automotive enthusiast, determined to turn these “gear-heads” into believers. Our plan was intuitively simple – prove it – so we used digital to bring the excitement to life in undeniable ways. Focusing on the most electrifying of the Fiat vehicles – The Fiat 500 Abarth – we knew the right interactive experience would convey the thrill, and as a result the whole Fiat brand would thrive.
The Building Blocks
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DisplayDisplay
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SocialFacebook
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VideoYouTube
The Votes
The Details
- Agency
- Brand
- Chrysler Group LLC
- Targeted Regions
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- North America
- Marketing Objective
- Launch Date
- April 12, 2012
The Team
- SapientNitro www.sapientnitro.com
- Jake Wheeler, Associate Creative Director
- Boris Stojanovich, Director Miami Studio
- Alan Clisch, Account Director
The Stats
- 8.5 million YouTube Hits
- 642 percent sales up vs. prior year
The Results
Initial shipment to the dealerships was sold out before the cars ever hit the lot. Over 35,000 people signed up for purchase information – 10 times more than the 3,500 Abarth’s available. The Abarth halo drove a record number of Fiat 500 sales in February 2012. In March 2012 that record was smashed by another 15%, with March 2012 sales up over the prior year by a remarkable 642%. For the cost of producing one traditional TV spot, digital succeeded in doing what TV couldn’t.
