Cannes Lions

FIAT PANDA

ARC WORLDWIDE, London / FIAT GROUP / 2004

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Overview

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Credits

Overview

Description

Everyone in the UK remembers the old Fiat Panda as a 'student' car: cheap and disposable. However, the new Panda is a different animal. We needed to create a campaign that demonstrated the new Panda is like nothing that has gone before. The line, 'A new breed of Panda' and the idea of the Panda possessing the strength's and skills of other animals was an idea which allowed us to develop some really fresh and involving web solutions. The results speak for themselves: it generated three and a half times more visitors to the showroom than any other Fiat pre-launch activity.

Execution

The white horse was dressed with black markings to resemble those of a panda. A banner with the words “A new breed of Panda” was placed below to communicate the idea. All this was visible from the main road below and for miles around.

Outcome

The new Panda launch produced over three times the number of showroom visitors than launches of other Fiat models. The white horse stunt achieved excellent media coverage; it was featured on two BBC TV channels and local radio. The story and pictures appeared in local newspapers, magazines and Marketing magazine.

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2023, FIAT GROUP

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