We needed to create buzz around the Sedici 4x4 launch amongst 30+ ABC parents. But Fiat is late onto the 4x4 scene and we needed to prevent comparisons against established players: so we positioned it as a practical 4x4, built for the real world.To target our internet-savvy demographic we created six viral films following the urban jungle adventures of a Steve Irwin character (familiar to our audience through his huge popularity with kids) called Dave McKenzie. These were seeded on viral websites such as Kontraband and distributed through existing mailing lists - receiving 582,955 viewings at £0.30 per viewing.