Fiat Auto UK is backing the launch of its latest model, the four wheel drive Sedici, with an online campaign through Arc Worldwide, UK. The ‘Real Life is the Real Adventure’ campaign targets happy families who appreciate the new model’s practicality and suitability for busy family life, and are looking for a more stylish alternative to an MPV.  With the integrated campaign focused on targeting ‘Yummy Mummies’ the online extends the communication to reach the wider family audience.

An alternative to standard family cars the Fiat Sedici 4x4 is aimed at image conscious women looking for a spacious car that can accommodate the kids, the dog, the shopping as well as to look good on the school run and at the gym. They also want 4x4 capabilities to cope with wet country lanes and keep the kids safe as well as an eco-friendly (and affordable) alternative to the big, ugly, gas guzzling, "Chelsea Tractors".

Playing on the ‘Real Life is the Real Adventure’ creative theme from the main campaign, Dave McKenzie is a spoof Steve Irwin character.
 

Dave is loud, Aussie, adventurous, driving through the urban landscape in his Sedici 4x4, finding fascination in everyday situations and describing them humorously as if he is talking about animal behaviour in the bush. For example he finds an abandoned kebab on the pavement and describes it with amazement as a foreign species’ feeding frenzy. The viral can be viewed on the internet at http://www.DavesWildWorld.com

Aaron Martin and Garry Munns, Creative Directors of Arc UK said “By planting our tongues firmly in our cheeks and creating a viral campaign that puts the modern obsession for owning 4x4s in humorous perspective, we have been able to engage a much larger buzz around the launch of the Sedici than would be possible through traditional channels alone."

Ash Choudhury, Internet marketing Manager of Fiat Auto UK said. “Research has shown that Women are strong online users who enjoy being part of communities and are prone to passing on fun and amusing items amongst their friends and family.  Viral ideas are well received and can help gain high exposure for a brand/product with little effort. We have high hopes for our viral campaign and are looking to follow the success of the Fiat Panda launch”.