Fiat Tipo

Challenge

Challenge: Fiat wanted to brand and increase awareness of the new Fiat Tipo to their target audience: families with children.

Solution: In connection with the launch of the new model Fiat Tipo "The most spacious family car in the class", citrusmedia in collaboration with Fiat developed the overall branding strategy which was to form the basis of the marketing to the target group. This resulted in an innovative campaign which was also to help differentiate the Tipo from other car brands in the category.

With a focus on spaciousness, it was therefore chosen to use the word in a figurative sense, namely in relation to being mentally spacious as parents. Three films were produced for social media, all of which communicated the message – with a Fiat Tipo you also become spacious parents. In addition, events were held with a focus on the involvement of both children and parents, inside and outside, in 10 selected large centers throughout the country. Here, among other things, the children were allowed to draw on a Tipo to show how spacious you can be and thus participate in a competition.

Dealer events were also held where parents could see more and get a test drive, as well as participate in various competitions. In this way, the Fiat Tipo campaign was developed and executed on several different media platforms to create the greatest possible effect. The campaign was a success and generated a great response and involvement from the target group.