Fiat USA returned the North American market with a brand new advertising campaign. Last weekend, the Italian auto maker launched a promotion on New York’s Times Square.
Photo: www.egmcartech.com
The event started with espresso and gelato served by Fiat at 2 a.m., and was followed with rounds of bocce ball and local DJs sets and bands. 36 2012 Fiat 500 and 500 Cabrio models were on display. The event culminated with Romeo and Juliet and A Midsummer’s Night Dream on the Jumbotron.
The campaign with a ‘Simply More’ tagline includes broadcast, print, digital and experiential initiatives and will be focused in the brand’s key markets together with complementary national advertising efforts, says Egmcartech. The television commercial, ‘Drive-in,’ launched on August 1 on national and cable networks.
Photo: www.egmcartech.com
“This campaign captures the perfect combination of wit and charm and is designed to engage current and potential customers, as well as increase brand and product awareness in key markets,” said Laura Soave, Head of FIAT Brand North America. “We are excited to introduce the FIAT brand and the Fiat 500 to a new generation of consumers, and the timing couldn’t be better as the 500 Cabrio joins our 500 hatchback in more than 90 studios around the country.”
This campaign follows other actions aimed to promote the iconic Fiat 500, which was once redesigned by Gucci, in the USA. Last spring Fiat partnered with the Fader Fort installation, where participants were given Fiat 500 car parts with which they could make music. Last December at Art Basel in Miami, Fiat invited artists to use the 500 as inspiration for work. The company has also dispatched 500 teams to major U.S. cities to attract attention to the car and show off its features.
Photo: www.egmcartech.com
The North American version of the Fiat 500 is powered by Fiat’s 1.4L in-line 4-cylinder engine featuring MultiAir technology. The system delivers an increase in power up to 10 percent and a reduction in fuel consumption and emissions up to 10 percent when compared to competitor engines. U.S. prices for the Fiat 500 will start at $15,500 and according to the company, since March they have sold about 8,000 cars.
Fiat will make the same film presentations in other cities: Chicago, Aug. 19—21; Miami, Aug. 26—28; and Los Angeles, Sept. 3—5.
Presenting a new marketing strategy, Fiat has recently opened a Lavazza lounge in India.