Brief

Promote the Fiat 500 through a low-cost social campaign

Roles

• creative direction

• social strategy

• development lead

Detail

Create a low-cost solution which would help Fiat connect with their 500 social community and showcase the product to a wider audience whilst maintaining Fiat 500’s fun, irreverent personality.

idea / strategy

The campaign idea was born out of analysing the social feeds and noting that the most popular posts tended to feature customised versions of the Fiat 500 which played into the car’s quirky, fashion accessory positioning. From this point the idea was simple - give the audience the ability to make their own custom 500 designs - create a web app that allowed users to visualise their very own Fiat 500 skin from an uploaded image or photo.

By giving the Fiat 500 audience the opportunity to have a go themselves at customising the car the campaign tapped into their inherent love for creative interpretations of the product.

Summary video

Competition

To encourage social sharing and facilitate data capture participants were given the opportunity to enter their design into a competition. The most popular car skin would be wrapped onto a real-life Fiat 500 which the winner would be able to keep for themselves.

Emails

coms

To complement the organic social sharing of participants creations paid social posts featuring the eye-catching designs. From leopard print to paisley to camo the posts proved very popular and prompted further investment from the client in display adverts.

Mail online takeover

Social post images