FIAT | The Re-Launch of an Icon

Fiat's new re-designed Abarth, & its fleet was to launch in the USA. We needed to position Fiat in the category of performance vehicles and ensure their safety feature clearly posed as a sexy choice, embodying the Italian Spirit. We created a complete and comprehensive digital + mobile presence of the Abarth in direct support for the launch of the International Campaign to ensure the automobile would be attractive to new audiences as well as keep the older fan base. But we found an insight that opened the door to both audiences: That’s what interests newer, younger buyers and keeps established clients coming back. By connecting the old spirit with new sleek designs, we installed the Fiat into the mainstream.

DIGITAL