The Fiat Punto Evo,
launched in the UK in January this year, is featuring in
a new "Prommercial", a music video and TV advert, that
is being released to promote the latest single from
dance act Faithless. In a move that is set to transform
both music and automotive marketing, Fiat and Faithless
have produced the three-minute video for Feelin Good
to serve also as a TV advert for the Punto Evo.
This "Prommercial" – a
hybrid of promotional video and TV commercial – is a
first in the music video and car advertising worlds, and
allows the Punto Evo to play an important part in the
narrative of the new Feelin Good video. It was
first shown last Sunday and screened during a break in
the Channel 4 reality show Big Brother. Fiat
booked the entire three-minute advert break to show the
music video and create maximum impact.
Set to be one of the
biggest music video productions of the year, the
Feelin Good video plot follows the exploits of a
young man and woman, whose incredible dance moves are
directly affected by the movements of small dolls
hanging from the rear view mirrors of two Fiat Punto
Evos.
To celebrate this
ground-breaking marketing activity, Fiat is launching a
special edition Feelin Good Punto Evo,
featuring 15-inch alloy wheels, metallic paint, sports
bumpers, Blue&Me information and entertainment system,
Start&Stop, rear spoiler, dark tinted headlights, and
adaptive cornering foglights. The three-door model costs
£9,595. And any customer test driving a Fiat Punto Evo
before 21 September will receive a free MP3 music player
and a copy of the Faithless album The Dance.
“This is not just
about a brand sponsoring a band. It’s much more than
that – we are co-creating a promotion,” says Elena
Bernardelli, marketing director, Fiat Group Automobiles
UK & Ireland. “Punto Evo is leading the way in
innovation, so we were thrilled to get involved with
another music initiative that reflected our
forward-thinking approach. It was essential for us that
we didn’t just place the Punto Evo in the video – we
wanted it to be at the heart of the storyline.”
