FIAT 500 PRIMA EDIZIONE
This is a special campaign for special people: The first few folks to own a FIAT in the United States after a gap of 25 years. We did not see them as customers. We saw them as “The Faithful”.
The brand’s return was marked by a small offer on Facebook. The FIRST 500 PRIMA EDIZIONE FIAT 500’s WERE OFFERED FOR A DOWN PAYMENT OF $500. That too, WITHOUT REVEALING THE FINAL PRICE. It generated so much excitement that just in a matter of hours, the cars were booked. More importantly, the brand got 500 of the most passionate and expressive people who were not only knowledgeable about FIAT, but were also its natural evangelists. They were, and still are, our word-of-mouth heroes. The more we celebrated, showcased and connected with them, the more they spoke about the brand to more people; thus fanning the flames of brand love.
As the Prima Edizione owners were waiting eagerly for the delivery of their vehicle, surely there was something to be done. Something to tap their excitement and anticipation. Something real that could be generated and displayed. So we created a SERIES OF VIDEOS featuring these FIAT faithful. And released them on FIAT's YouTube and Facebook pages. This particular film shows some of them trying to pronounce CINQUECENTO, the original name of the iconic FIAT 500.
Waiting for something you really love can be painful. So we created a basic but very effective CRM campaign to update PE owners on the status of their vehicle. Personal emails were periodically sent by the Head of FIAT USA along with WIP pictures; which were also posted on FIAT's Facebook page in near real time.
And finally, a MUSIC VIDEO to introduce FIAT 500 in the USA. (“Baah, screw ads! Who does them these days anyway?”) It featured enthusiasts getting ready to greet the car as it gets ready to meet them. We released it as a “special online premiere” for the first 500 Prima Edizione owners (who were eagerly awaiting delivery of their car) and then in a slew of mediums: Movie theatres, wall projections during art/music/fashion shows, top urban clubs, live performances by Glitch Mob (who we got to remix Vivaldi’s Concerto in D Major, Rv 228: Allegro) at music festivals, iTunes music release and an entry on the Billboard charts. By far the most challenging project of my entire career — literally involving blood, sweat and tears…and then some more.
Here's the complete step-by-step CASE STUDY. First bookings on social media > personal email updates from the Head of FIAT USA > real time visual updates of individual cars at every stage of production > films featuring the customers during the waiting period > music video that led them to the final delivery status.