Extreme enthusiasts and their passion for racing are things inherently competitive. To draw these people from the woodwork (and ultimately drive them to visit our site / FIAT dealership), we tapped into their spirit. Their need for edge, to persistently get something extra, something more or better.

In this case, it was their need to experience Abarth, and how it has transformed the Fiat 500 into a head-turning performance car. The creative intrigued with the opportunity to be one of the first. With only 3,500 Abarths made, exclusivity and aspiration became part of the competition.

Our teaser campaign netted a 90% completion rate – in two days, over 300,000 people came to see the unveiling of the Scorpion.

Online chatter drove the web sensation into becoming a Super Bowl spot, generating almost 10 million views on YouTube.

The initial shipment to the dealers was sold out before the cars ever hit the lot. Over 53,000 people signed up for purchase information – 15 times more than the 3,500 Abarth’s available.

The Abarth halo effect turbo-charged overall FIAT brand consideration: Fiat 500 sales hit record numbers in February 2012. The full year boasting %120 increase in sales.