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.

Launch the campaign
Published
August 2012
Topics

The Story

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.

Teaser media brought people to a site to watch the unveiling of the first ever Fiat Abarth in America, live at the LA Auto Show. When the online chatter drove our edgy web video into becoming a Super Bowl spot, we saw digital turning traditional automotive branding on its head. Special racing events put bloggers behind the wheel of The Scorpion on a professional racetrack. An interactive race experience allowed users to switch cameras on the fly, bringing the exhilaration of the Fiat 500 Abarth to life in a way that nothing but a trip to a dealership could surpass.

The Technology

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    Display

    Display

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    Social

    Facebook

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    Video

    YouTube

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.

8.5

million YouTube Hits

642

percent sales up vs. prior year

Launch Date April 12, 2012