Fiat 500 Abarth RevealSee the full experience
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
- SapientNitro www.sapientnitro.com
- Jake Wheeler, Associate Creative Director
- Boris Stojanovich, Director Miami Studio
- Alan Clisch, Account Director
- 8.5 million YouTube Hits
- 642 percent sales up vs. prior year
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.