Cannes Lions

FIAT 500

DONER, Southfield / FIAT GROUP / 2012

Film
Film
Film

Overview

Entries

Credits

Overview

Description

Italian passion and the FIAT brand have always gone hand in hand. Particularly when it came to driving. And now, FIAT is in America. We demonstrate the idea of Italian passion—now across the Atlantic—in our 30-second TV spot, “Baby.” Our hero is an innocent young toddler who enjoys the thrill of the FIAT 500 until a fateful moment, when the sporty car is forced to slow down to a near stop. The baby’s “Italian passion” is summoned and he lets the world know it, all thanks to the passion of the FIAT 500.

Execution

Initially, we created newspaper ads, window clings and posters that delivered our message: yes, the FIAT 500 is an IIHS Top Safety pick. Just don’t get too overconfident.Graphic treatments showed the FIAT 500 performing outrageous stunts, such as riding on a biplane, hurdling an alligator pit and even bounding through a flaming hoop.Before long, FIAT Dealerships expressed keen interest in these executions, and asked us to create an extension of the idea unique to their side of the business. This is when the campaign evolved to include stickers that potential buyers could take home with them.Between the traditional channels utilised at the beginning, and the more interactive stickers handed out at dealerships, we found numerous ways to introduce consumers to our work. And, most importantly, to enlighten them about how safe the FIAT 500 truly is.

Outcome

We might have delivered the news about the FIAT 500 being an IIHS Top Safety Pick in a light-hearted, joking manner. But, as the results soon demonstrated, consumers took our message seriously.In December, January and then February, FIAT had 3 consecutive months of growth.Requests for more information were way up.And sales are now on track to do even better in the coming months.Based on these results, it became clear that small was indeed capable of some pretty big things.

Similar Campaigns

12 items

The Chase

OGILVY SOUTH AFRICE, Cape town

The Chase

2021, VOLKSWAGEN

(opens in a new tab)