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Fiat 500 The Fiat 500 Collection

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The Challenge

Over 50% of women find car advertising patronising.

With 80% of Fiat 500s being bought by women, how do we develop a campaign that feels like it really gets younger, women drivers?

The Challenge

The Leap

From a car brand to a fashion brand.

The Leap

The Solution

We moved from the inside pages of AutoTrader to the front cover of Grazia, from Goodwood Festival of Speed to the Glamour Beauty Festival and from social posts about trim levels to a Facebook car selector based on the colour you wear most.

We showcased the different versions of the car within the ‘Fiat 500 Collection’, giving each its own style identity.

The Solution

The Result

The Fiat 500 saw 26 months of continual growth from the start of the Fashion campaign, until it became the no.1 selling A-segment car in the UK in 2015. UK sales even overtook the number of Fiat 500s sold in Italy over the time.

The Result

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