Despite being 7 years old in 2015, Fiat 500 was still the best selling city car in the UK, with 85% of people buying it because of its stylish looks. With new competitors coming into the market, our challenge was to reassert Fiat 500's dominance as the most stylish city car on the road.
Inspired by Fiat 500's biggest strength, its looks, we built on the car's style credentials and presented it as the ultimate fashion accessory, developing a longstanding campaign to tie in with bi-annual fashion collections. This playful take on fashion editorial with different executional styles perfectly matches each car's personality.
Despite fierce competition, Fiat 500 remains the best selling city car on the market and for the first time ever, the UK sold more Fiat 500's in the retail sector than Italy.