Fiat USA returned to North America and launched their posh “Simply More” tour on New York’s Times Square. Having a good time, Italian style, serving espresso, gelato and rounds of bocce ball followed by local DJs sets and bands this is the first stop in Fiat’s North American tour.

This campaign captures the perfect combination of wit and charm and is designed to engage current and potential customers, as well as increase brand and product awareness in key markets,” said Laura Soave, Head of FIAT Brand North America. “We are excited to introduce the FIAT brand and the Fiat 500 to a new generation of consumers, and the timing couldn’t be better as the 500 Cabrio joins our 500 hatchback in more than 90 studios around the country.”

The campaign  includes broadcast, print, digital and even interactive. All of the cars are were open for the public to sit in, and later that day two movies were played on Fox’s Jumbotron, so they made Times Square a huge drive-in cinema.

You can see Laura Soave’s interview and a part of the promotion and atmosphere in the video below.

This is not the first campaign of this sort for Fiat USA. Last spring Fiat partnered with the Fader Fort installation, where participants were given Fiat 500 car parts with which they could make music. Last December at Art Basel in Miami, Fiat invited artists to use the 500 as inspiration for work. The company has also dispatched 500 teams to major U.S. cities to attract attention to the car and show off its features.

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Credits:
Client: Fiat USA
Spot: “Drive In”
Agency: Impatto, Southfield, Mich.