We knew the usual 0-60 wouldn’t cut it. Pop the hood of this brand and you’ll find one part Italian-ness and one part cultural cache. FIAT exudes youth, style, a dollop of allure. So we turned it into the accessory you wear while you drive. Cue the A-listers, music, desert parties and pop stars.
No spoiler alert here. Partnering with Disney, Doner launched seven Star Wars-themed spots during the Star Wars frenzy. The work stayed true to five different brand voices while running throughout North America, Argentina, Mexico and Italy.
A great little car got a little larger. So we made a big deal of Diddy with serious media integration for the new 500L. Including a partnership that instantly got deep traction in the social space with over 5 million YouTube views, so far.
We partnered with Funny or Die to create digital and social content that shows what happens when sexy, Italian style lives right across the white picket fence. Because FIAT didn’t just move into our country, it moved into our neighborhoods.
FIAT was so foreign to millennials, they hadn’t heard of it. So when we relaunched FIAT in the U.S., we took the long view. Teasing out its Italian-ness in a playful, fun way.
Vibrant, colorful people drive FIATs. The car defines fun style. To make it more personal, we turned style into a social game – inviting users to design a 500 in their favorite patterns. Over 30,000 were created. Millions interacted. And two people now drive a 500 like no other.