Many Americans were unaware of FIAT’s Italian pedigree and racing heritage, due to the brand’s 27-year hiatus from the US market. So reintroducing the FIAT 500 Abarth meant finding a way to revive the storied history of European racing champion Carlo Abarth – and leveraging his mystique with attention-grabbing panache.
It began with a bold teaser video about the “European bad boy” and former “outcast” that was coming to America – the FIAT 500 Abarth. The video drove people to a site where they could watch the unveiling of the Abarth live at the LA Auto Show. Over a two-day period, 300,000 people came to see what the automotive community was buzzing about, while our microsite captured the incredible energy and allowed for real-time reactions and discussions.
From there, we created a viral video that highlighted the edgy allure of the Abarth and spawned so much online chatter that FIAT used the video for their Super Bowl spot. After airing, it garnered nearly 10 million views on YouTube. Next, special racing events put American car bloggers behind the wheel of an Abarth on a professional racetrack. These respected gearheads then gave their own glowing reviews that built cred in ways traditional media simply couldn’t.
Finally, it was time for the Abarth to hit showrooms, which meant creating exhilarating content, including online videos featuring sexy, race car-loving models and a brand new website with gorgeous imagery. One especially immersive feature of the new site was our seven-camera interactive lap around a racetrack in an Abarth – which gave fans of “The Scorpion” a boost of adrenaline that left them clamoring for an actual test drive.
Gold – Integrated – Alternative Media
Silver – Complete Campaign
Bronze – Interactive Media – Brand Website
Bronze – Interactive Media – Fixed Banners
Consumer – Online Campaign – Best Automobile Online Campaign
Consumer – Website – Automobile – Outstanding Website
Rich Media Online Ad – Automobile – Outstanding Rich Media Online Ad
Merit Award – Integrated Branding Campaign