To bring the Grande Punto into the focus of young 'cool' people Fiat Auto UK is busy creating a series of events aimed directly at its target customers. Very Punto People is the theme of these events which will expose the shape of the Grande Punto in exciting, innovative ways, allowing interaction with the car through online and offline mediums. In addition to the events, the Very Punto People campaign is being promoted through a dedicated website (www.verypuntopeople.co.uk) which is hosting a virtual social network that is helping to spread the word quickly and effectively around the country.

Very Punto People aims to draw people in the 'party', so a strong content has been drafted by Fiat Auto UK to create a pull to draw the customer into attending. Initiatives include high profile DJ's who are introduced as brand ambassadors, not only DJ’ing but promoting the Grande Punto, and top class venues, such as Nation in Liverpool and Mission in Leeds, which help to create visually striking and memorable events for the hundreds of guests squeezed into venues with capacities of 1,000-3,000 people. Meanwhile competitions are being conducted through online and offline mediums and an interactive and engaging website (www.verypuntopeople.co.uk) is at the core of the virtual community, creating a strong brand image of the Grande Punto as well having as the viral element needed to spread the word quickly and effectively about VPP events across the country.

Each event aims to be the ultimate in entertainment and Fiat is transforming each of the VPP party venues, promising something to see, hear, touch, interact with and experience in every inch of the space; exposing the partygoer to the Grande Punto and what it stands for, reinforcing the lifestyle that goes with the car.

The VPP programme kicked off on March 17 in London at the 'Neighbourhood' club with the next two events scheduled for 'Mission' in Leeds (April 27) and 'Nation' in Liverpool (May 6) while further events are planned for major cities including Glasgow, Brighton, Bristol, Cardiff and Manchester. The events are being promoted through local promoters and the press as well as targeted music and clubbing papers, complemented by on-line 'social networking' sites, all of which push connection to the microsite and attending the events.
 

As part of engaging the audience, Very Punto People is giving everyone the chance to win different great prizes. They can take part in any or all of the competitions after registering as a member of Very Punto People. Anyone attending a VPP event will be given a unique coded key which, if taken to the nearest Fiat dealership, will immediately let them know if they’ve won a Grande Punto. People are also being encouraged to build up the most outrageous Grande Punto in a 3D online design contest. Whoever designs the most breathtaking car will win a Fiat Grande Punto. Other competitions include a nationwide model search for the next face of ICM Models while every month a VPP member together with a friend will win a VIP night out in London through a mobile-to-web competition.

Digital mediums are proving a huge success amongst the young audience in the UK and Fiat Auto UK are successfully tapping into this by promoting its VPP events and digital viral advertising with a combination of eye-catching graphics, extremely noticeable music and targeted messages. The digital adverts consist of a 3D video starring two Grande Punto cars on tracks, viral videos and animated invitations through MMS before and after the event. These are also projected during the event and sent via Bluetooth with promotion details. Entering competitions and uploading photos to the web becomes a breeze with the new “Mobile to Web” technology that will always have the Very Punto People coming back for more.