Fiat Abarth Campaign
At the beginning of my senior year, a group of six other students and I were presented with the challenge to create a campaign that drove traffic to dealerships for test drives, raised awareness of the FIAT 500 Abarth, and established a new positioning for the brand.
In 4 months, we were able to produce a campaign for print, tv, online, social, and guerrilla. But what was our strategy? After all of our research, we decided to focus our campaign on women. But not just any type of woman. Our target was the woman who wears a suit to work, and when she takes it off, reveals a back full of tattoos. Our target was badass. Our target was independent.
We wanted to show the beauty of the car and the woman along with their power. We wanted to create an image of mystery, one that allows women to envision themselves in that badass position. Our creative used subtle touches to hint at the secret badass, like red nails, red lipstick, and dark eyeliner.
Art Directors Julie Drenkhahn & Heather Kasprzak Copywriters Catherine Dice & George Heftler
Account Managers Jon Kirkleski & Emilia McDevitt Research Sarah Falchuk
PRINT
TV
OUTDOOR
ONLINE
SOCIAL
SPONSORED
GUERRILLA
UBER
Uber is a rider/driver connection platform that is app based. From the app, you can essentially "hail a cab" to your location, as well as pay the fare. This partnership will allow Uber to use the Abarths, and Fiat to get people into the cars. This allows Fiat to capitalize on a new, trending technology, while painting the Fiat brand in a positive light by promoting responsible drinking.
This will be promoted via the Uber website, app, and coasters in bars around major cities.
THE #FINDFIAT CHALLENGE
In this campaign, we would tweet out hints as to where a specially marked Fiat would be in cities around the nation. The first person to find this Fiat would be driven to a local tattoo parlor, where we would pay for their tattoo. The whole time we would be filming the experience, which we would use to turn into a TV spot, along with the social media campaign inherent in the idea.
ROCK OUT
In addition to sponsoring Pandora on the web, we are also going to be using the mobile app as another guerrilla tactic. While there will be the badass stations with stationary ads, we will be using geofencing to play an audio commercial when people are within a certain radius of a dealership. Due to the fact that there aren't a lot of dealerships, we wanted to err on the side of caution and made the fence within 35 miles.
