FIAT 500. By: Sofia Garcia Paige Johnsen Angie Pardo Jany Rodriguez Katrina Varela. A D V C r e a t i v e C o n c e p t s

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1 FIAT 500 By: Sofia Garcia Paige Johnsen Angie Pardo Jany Rodriguez Katrina Varela A D V C r e a t i v e C o n c e p t s

2 CREATIVE BRIEF: FIAT 500 1) Character Personality: Fiat 500 is an ideal form of transportation for people who want to express their individuality and unique style. This innovative car allows the owner to explore customizable design options and find a style that represents their best self. 2) Why does the brand want to advertise? Fiat 500 wants to advertise to attract a young adult audience between the ages of years old. The purpose is to create brand awareness and inform the young audience about the driving experience the Fiat 500 offers. The brand wants to promote its unique features such as the customizable design options, eco-drive feature, and other applications that set the car apart from any other car on the road. 3) Who is the audience? The audience is young adults looking for an affordable, yet chic vehicle that expresses individuality and provides an exceptional driving experience. 4) What does the Current Audience think about the brand? The current audience (young adults 18-24) is not identifying well with the Italian brand. The current audience is showing they would rather support American manufactured automobiles instead of an import. They also feel the car is overpriced, which is why Fiat has created the Destined for Fame campaign. Driving a Fiat is a way for young individuals to define and design their generation. Young adults will not second guess buying a Fiat after experiencing the Destined for Fame campaign. 5) What do you want them to think? We want them to feel that they can customize the FIAT 500 and make it their own. We want our target audience to believe that driving a Fiat 500 will create a way for them to showcase their individuality and unique style. We also want them to feel as though they are making an environmentally conscious purchase through our Eco Drive features and applications. Through this, they can feel as though they have made the best purchase for themselves. 6) Why should they buy this product? The target audience should buy this product because it offers customizable design options to fit their specific needs and desires. The Fiat is also an environmentally friendly car, something that America as a whole is trying to improve on.

3 7) What is the big message? The big message is...that the Fiat 500 provides each driver with their own opportunity to design and create a vehicle that suits their personality and interests. Young drivers can purchase a vehicle and make it truly their own while making a smart car purchase because of the features the car provides. It is a trendy and compact car that will provide a top of the line driving experience. Therefore, this car presents an opportunity for each person to make an impression on the road and bring out the undiscovered celebrity personality in them. 8) Marketing tactics: For this project, our marketing tactics are completing a print ad, television commercial, radio commercial, billboard, social media campaign and promotional event. See promotional campaign tactics section for more details on these marketing tactics.

4 CONCEPT/IDEA DEVELOPMENT Brainstorming Decided to go with a cool Hollywood theme to appeal to younger audience Visual ideas: FIAT 500 on a red carpet. Lights. Camera. Attention on the car. Tagline: Destined for fame. Headline: Sometimes the smallest things make the biggest impression. Revolve campaign around bringing out the star in each person through the uniqueness of this vehicle. SCAMPER Substitute Combine Adapt - Fiat 500 offers four different models to adapt to each individual and their personal style. Magnify/Minimize - bi-halogen headlamps provide drivers with an easier way to focus their attention on the road at night. Put to other use - Fiat will partner up with Mobil Gas Stations and they will utilize each other for promotion. Fiat drivers will be given a discount every time they get gas at a Mobil station which will encourage Fiat drivers to make Mobil their number one gas stop. Eliminate - Hands free communication provides drivers with a safe way to multitask. People can make calls and change the music comfortable without hesitation. Safe driving techniques are a major part of their new promotional campaigns Reverse/Rearrange

5 PRINT AD

6 1. Social Media Campaign PROMOTIONAL CAMPAIGN TACTICS FIAT 500 will have an extensive social media campaign, as that is a great way to reach the younger generation. This campaign will revolve around two elements: The Mobil Gas Station partnership and a Design Your Own FIAT 500 contest promotion. The Mobil Gas Station Social Media Campaign: This is where we will place emphasis on our partnership with Mobil Gas Stations. As stated in our SCAMPER, FIAT 500 will partner up with Mobil Gas Stations and FIAT 500 drivers will be offered a discount at Mobil Gas Stations therefore encouraging FIAT drivers to use Mobil gas and make their stations their top choice. We will advertise this partnership through our social media campaign on Facebook, Instagram, and Twitter. Every so often we will be giving away Mobil gas station giftcards to drivers who win tweeting contests or post the best You & Your FIAT picture. This will be blasted on our social media outlets to make sure FIAT drivers are informed of this alliance and get excited about it. It s a great opportunity to save money and have some fun. The Fiat Five Design and Drive Contest Promotion: Through this campaign we will offer the opportunity to five lucky winners to win their very own personally designed FIAT 500. There will be a link on the FIAT website where viewers can design their own FIAT 500. We encourage them to utilize our various design options and create the most unique and personalized car for them. Next, the people who created their own design will post a picture of it on our Facebook page. The five designs with the most votes by November 30 th will win their personally designed FIAT 500. We will have an event where they will be presented their cars and we will blow up the hype about the FIAT 500. (See more details about that in our Event promotional campaign detail 2. Radio Promotional Campaign Radio stations: 100.7, 96.5 Playing music in the background and a man speaking on the radio: Ever feel like the second choice? Like the runner-up to the Miss America pageant? Or the student that studies all the time but can never pull higher than a B? We don t. The new FIAT 500 is destined for fame. With it s new customizable features you can showcase your unique style and be put in the spotlight. Make heads turn in the new FIAT 500 as you stroll down the street with body features Adriana Lima would kill for. Go to fiat.com to enter your own FIAT 500 design for a chance to win your very own fabulous FIAT. Winners will be announced previous to the event on Jan 31 st. For more information check out fiat.com/designyourownfiat.

7 3. Event Promotional Campaign Fiat is hosting an event for the five winners of the Fiat Five Design and Drive Contest. The five winning designs will be revealed and the five winners will receive their custom Fiats at the event. Additional information listed below. Contest Details: FIAT will give the opportunity to five lucky winners to win their very own personally designed FIAT 500. There will be a link on the FIAT website where viewers can design their own FIAT 500. We encourage them to utilize our various design options and create the most unique and personalized car for them. Next, the people who created their own design will post a picture of it on our Facebook page. The five designs with the most votes by November 30 th will win their personally designed FIAT 500 and be presented with their vehicle at the big event in January. Who: Invite only (apart from the five winners with two guests each). Invitations will be sent out well-established Miami residences (in an effort for them to purchase a Fiat at the event). Guest List is currently in creation. The following is a short list of guests available at this time: Miami Fiat Dealership Owners The Miami Heat Basketball Team, Managers and Owners + Family Real House Wives of Miami + Family o Adriana De Moura Sidi o Alexia Echeverria o Lea Black, Lisa Hochstein o Joanna Krupa When: January 31, 2013 at 8:00 pm Where: The Miami Beach Convention Center Attire: Black Tie Sponsors List: Joes Stone Crab 11 Washington Ave Miami Beach, FL (305) Entertainment: DJ Irie official disc jockey for the Miami Heat Special performance by the Miami Heat Dancers Entry Cost - $100 ticket includes: Walking tour in a designated area of the convention center showcasing a variety of Fiat 500 designs Never before seen Fiat Five Design and Drive Contest winning designs Formal seated dinner from Joes Stone Crab (menu TBA) All proceeds go to Miami Children s Hospital

8 4. Billboard Promotional Campaign Through his Hollywood themed eccentric billboard we hope to catch drivers on the road and get their attention. This ties in with our whole Destined For Fame advertising campaign.

9 5. Commercial Promotional Campaign