In Italy, the most used car sharing service is Enjoy. Everyone identifies it with the new Fiat 500 red model. During Milan Design Week, one of the most important design events in Europe, we replaced some of Enjoy’s new 500s with original 1957 models. All this, in order to highlight the uniqueness of Fiat in the international automotive landscape, especially when it comes to design.

Design is an integral element of the idea, as the Fiat 500, especially the 1957 model, is a real design icon. The integration of the old 500 with the modern Enjoy graphics therefore created a surprising contrast for the target, who were accustomed to identifying those visual elements in a model 50 years younger.

The operation’s results have been strongly positive in reaffirming Fiat and especially the 500’s brand image, as well as involving a big part of audience, who appreciated the stunt. Through only one channel and using the target audience themselves as a media platform, the stunt was followed by millions of people; not only aficionados to the brand, but even those just interested in design and new trends.