Small cars are what Fiat does best. With new features, improved functionality and immense nostalgic appeal, the new Panda model had everything going for it – except charm and personality. Our strategic challenge was to build consumers' emotional engagement with the car, while our communication challenge was to build a prospect pool to leverage beyond the initial burst across 2004. The creative idea centred on the actual name of the car, using the Panda animal as the springboard – a new breed of Panda. By using different animals’ strengths to demonstrate the Panda’s attributes, we were able to give the car real warmth and personality.

Through the line, this creative platform was leveraged at all consumer touchpoints. Pre-launch, teaser press, outdoor, stunts, dealer direct mail and microsites were utilised to create interest, while during the launch we used press, point of sale, online, dealer direct mail and car convoys for maximum exposure of the creative idea.Following up on the launch phase, we have now implemented an ongoing campaign of tactical press, sampling and centralised direct marketing to maintain interest in the product.