Fiat Argo is a car made for young people to live fabulous stories.

And nowadays, where all the stories are registered?

On Instagram Stories.

That's why we chose to make a true connection with the target using the language and codes they like more.

To launch the new Fiat Argo, we produced a whole campaign inside Instagram Stories.

In partnership with Instagram, all the contents were handmade direct on the platform, one by one. From a simple post to the main film of the campaign.

Each piece brought a How To showing how it was produced, step by step.

A totally new way to produce a campaign.

After the launching, all contents produced were made available to the public keep creating new stories, amplifying the campaign's reach.

All the campaign was based on the insight that young people register all their stories on Instagram Stories. So it made totally sense all the campaign pieces were produced inside this platform.

That way we could talk to young target with the language and codes they are used to, breaking the barrier between a traditional car company and the young generation.

It took 3 months to implement this campaign and it was aired during other 3 months.

Pieces were produced inside Instagram, but after that, they were distributed to all kind of media, like TV, banners displays and OOH.

It was a national campaign.

520% increase in mentions.

170% increase in access to the website.

12% increase in sales.

Research shows the young people are more open to the Fiat brand after the campaign.