THE RICHARDS GROUP, Dallas / FIAT GROUP / 2014
FIAT announced their arrival in America with a hugely popular broadcast spot showing cars diving into the sea in Italy and re-emerging on US shores. But that was just the beginning. To extend the idea in the biggest way possible, FIAT recreated the arrival in real life by converting actual vehicles into watercraft that zipped across the United States at the summer’s biggest events. The entire FIAT 500 family were turned into FIAT watercraft and made their debut in Miami, cruising the canals and oceanfront causing traffic jams along the way to the iHeart Radio pool party. They escorted the Arianna cruise ship from Italy into the Port of Miami garnering front-page news coverage. They also stole the show for over 100,000 fans on hand for the US Open of Surfing in Huntington Beach. In San Francisco, they buzzed the harbor during the America’s cup, shot over to the Golden Gate Bridge and ended up in McCovey Cove to make an appearance with fans at a Giants baseball game. They even emerged in Chicago along the Lake Michigan waterfront and cruised through the city and circled tourist’s boats on the Chicago River en route to an encore at the Lollapalooza Music Festival. The response was massive. The hundreds of thousands of spectators who saw it live also shared photos and video through every social media platform, and countless news outlets all over the world picked up the story. In the end, all six FIAT watercraft made millions of impressions and an unforgettable statement: the Italians are here, and they’re here to party.
ATELIER MARKGRAPH, Frankfurt
DATAMIDIA FCBi RELATIONSHIP MARKETING, Sao paulo
2006, FIAT GROUP