FIAT came back to the USA after 2 decades, with a baggage and image problem. But it had an iconic car in a new form. There was as much need to correct the image, as there was to sell the car. The car was positioned as one with passionate self-expression and targeted people who were expressionists in their own right. This didn’t need a blast in the mainstream media but a long running direct, PR, CRM campaign that conversed with these people like ‘humans’ rather than a ‘company’. What unfolded was a multi media campaign with several components. To begin with, the first 500 FIAT 500’s were offered on Facebook for a downpayment of $500 without mentioning the final price and were booked quickly. This was followed by a regular series of personal email updates from the Head of FIAT with photos of individual cars in different stages of production. This ensured constant excitement and appeasement so that almost none dropped out during the long wait. Videos of eager waiting customers were created (tapping into their anticipation and knowledge about the brand) and went viral causing excitement amongst the ‘500 community’. And a grand music video — featuring people and cars getting ready to meet each other — that premiered exclusively online, leading them to the final delivery status. All this not only got and retained customers or sold cars but also started creating a brand that people started getting excited about - besides correcting an old, uncool image.

To create excitement, the first 500 FIAT 500’s were offered on Facebook for a downpayment of $500, without mentioning the final price. They were booked quickly. The following months saw a series of communications to create a relationship with these customers — the brand evangelists. During the delivery period, personal email updates were sent from the Head of FIAT with actual photos of individual cars in different stages of production. This ensured constant excitement and appeasement so that almost none dropped out during the long wait. Videos of eager waiting customers were created (tapping into their anticipation and knowledge about the brand) and went viral, causing excitement amongst the ‘500 community’. And finally a unique way of leading them to their vehicle delivery: A grand music video featuring people and their car getting ready to meet each other that premiered exclusively online, making them feel very special.

The original objective was to sell 500 cars and check the mood for FIAT and test the waters. The brand was returned after 2 decades and an image problem. But it quickly went beyond just that. 500 cars were sold within days of the Facebook promo. They were bought by people who were passionate about the brand. With every piece of communication sent to them, they generated brand conversation via word-of mouth in social media. Almost none of these people fell out and took delivery after a long wait. The final piece, the music video that led them to their delivery status and was exclusively premiered to them was spread by them. The effort was worth half a million hits on YouTube in the first week.