“This campaign captures the perfect combination of wit and charm and is designed to engage current and potential customers, as well as increase brand and product awareness in key markets,” believes Laura Soave, Head of Fiat in North America. “We are excited to introduce the Fiat brand and the Fiat 500 to a new generation of consumers, and the timing couldn’t be better as the 500 Cabrio joins our 500 hatchback in more than 90 studios around the country.”

Simply More

Fiat's new tagline, Simply More, aims to define the Fiat 500 as everything you need and nothing you don’t. It represents the notion that the simple things in life are treasures, alongside the thought that the richness and fullness of a life well-lived is defined by one’s view of self-expression.

Television – “Drive-in”

The advertising campaign kicks off with its first broadcast commercial, titled Drive-in, which debuts on national and cable networks today and features Jailhouse Rock, a song made famous by Elvis Presley. The song was an instant classic and inspired a generation; it was released in 1957, the same year as the introduction of the Fiat 500 in Europe. The 30-second television commercial is a perfect juxtaposition of brand heritage and today’s Fiat 500. Drive-in aims to introduce the concept of how compact vehicles can be strong, beautiful and simple. Additional spots focusing on the vehicle features and capabilities will begin airing later this quarter.

Print/Outdoor

The visual imagery of the print and outdoor campaign is designed to evoke emotion as the 500 is set against a clean yet bold background featuring a distinct accent colour. To begin, print ads will feature the following lines: Form & Function meet. And begin a torrid affair; Bigger isn’t better. It’s just harder to park; Life’s newest simple pleasure; 139.6 inches. Every one tells a story; and: On a scale from 1 to 10, it’s a 500. Each line is intended to create a conversation with the consumer, immediately engage the audience and communicate the philosophy of the brand.

Digital and Social Media

Fiat has an active social media presence on Facebook, Twitter  and YouTube. The Fiat brand and the Fiat 500 have seen strong engagement from the social media community with close to 200,000 fans on Facebook and 13,000 followers on Twitter in just over one year. The brand’s web site is designed to welcome consumers and envelop them in the full brand experience whether it’s building a vehicle, locating a Fiat Studio or browsing through its collection of merchandise and accessories to meet their lifestyle.

Recently, the brand launched the Fiat Source touch-based application for the iPad. The new app digitally showcases the 500 vehicle line and is free to the public to download from iTunes. The premiere Art & Design issue features a gallery installment of four talented emerging artists that, like the Fiat, celebrates modern art, technology and design revival. Designed to stay fresh, Fiat Source will feature additional chapters, new consumer lifestyle stories and iPad-specific interaction – such as a historical design timeline of the iconic Fiat 500 vehicle. Scheduled to renew quarterly, Fiat Source issues will include music, entertainment, fashion, travel and art.

Events and Partnerships

Fiat has celebrated its return to the North American market through various experiential events such as the award-winning Fiat Gallery in New York, Exhibitalia in Miami, Fader Fort by Fiat in Texas, and the Fiat Freak Out enthusiasts event in Nashville, Tennessee.

“Events and partnerships will continue to play an integral role as they allow us to connect one-on-one with our core Fiat fans and develop a relationship with those who may be new to the brand,” said Soave. Creative efforts were developed by Impatto, based in Southfield, Mich., Fiat's lead advertising agency.

ItaliaspeedTV: Fiat 500 North America TV Advert, "Drive-In" / Fiat Brand Head North America Laura Soave explains the new advertising campaign