The Fiat 500L represented Fiat’s first serious foray into the family car market for several years. The car has been designed to plug a gap in the market for a stylish yet practical family car. But with a limited budget and no awareness amongst parents how could we create some pre-launch buzz and get Fiat noticed?
This audience have grown-up with the arrival of children but are reluctant to give up on their personal style.
We produced a pair of online films that told the truth, the whole truth and nothing but the truth about life as a parent. The Guardian described our work as 'an assault on the familiar, the relentlessly bloody upscale tone of the average car ad.' By representing mum as she really is, with all her flaws, we positioned the Fiat 500L as the car for parents with attitude.
Released through YouTube and Fiat’s social media platforms, the films have delivered 6.4 million views to date.
At its peak, The Motherhood, viewed in more than 200 countries, was the most shared ad globally* and achieved more than 8x the average amount of Facebook shares seen on a viral campaign. The films also encouraged over £2.5m worth of PR coverage.
Most importantly, the 500L became the most configured car on fiat.co.uk after the films launched with an 11% increase in enquiries.
*Source Mashable / Unruly Viral Video Chart - 4th January 2013