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Fiat500

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Brittany Burzawa
Brittany Burzawa

The document outlines a marketing campaign for the Fiat 500 car in the United States. It involves partnering with Creative Capital to hold a design contest where applicants customize Fiat 500 designs. The top 15 designs would be showcased and voted on, with the winner receiving $10,000 and a personal exhibition hosted by Creative Capital. The campaign aims to position Fiat 500 as a hip and customizable car and boost its sales among young urban professionals interested in art and individual expression.

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F resh I nnovative A rtistic T ransportation Ciara Stanton, Lucy Figueroa ,Brittany Burzawa
Fiat stands for Fabbrica Italiana di Automobili Torino not “Fix It Again Tony” The Fiat 500, is commonly known as Topolino (The Italian name for Mickey Mouse) 500,000 ways to customize Fun Facts About Fiat
WHAT PEOPLE ARE SAYING “ Saw my 500 at the San Diego Auto show, It's like a beautiful Italian purse, on wheels! “ -Marne Carnell “ Picked up my 500 Saturday! I love it!! The only thing I can say is this car is awsome! We picked up my in-laws and the 4 of us were comfortable in the car. Looks small outside but has a large inside for such a little car.” -Buffy Balogh “ I have a fully loaded lounge with the luxury leather seat package. The seats are very much worth the upgrade. My friends who drive luxury vehicles like BMWs and Jags were impressed with the seats, leather and look of the fully loaded lounge. It really is just a small, adorable luxury vehicle.” –Girl in the Glass City
After 27 years, Fiat 500 has made its way back to the United States. Fiat will open studios to display the cars all over the US starting March 2011. The base price for the car is $15,500, but the cars have an option to add different features that may increase the price. The Fiat needs a creative campaign to rebrand itself in the US SITUATION ANALYSIS
Men and women ages 25-35 middle to upper middle class, urban socialites married or single no children college educated and young professionals Interested in art, music , the newest gadgets, are car enthusiasts Unique and focused on individualism They are well rounded in culture. There is a higher percentage of Caucasian than other races They read a wide variety of magazines and newspapers They are interested in image and place that highly on their list TARGET AUDIENCE heterosexual and homosexual not afraid to spend money to create a hipster image. health conscious and shop at Whole Foods and Trader Joes. into the lasted trends in fashion and shop at Banana Republic, Guess, Ralph Lauren and Bloomingdales. They are not big into sports They enjoy hanging out at coffee shops and going to listen to local bands who play there They are interested in more underground music They are always trying out the newest restaurant and nightclub They spend a lot of their free time socializing and networking
To position the Fiat as a hip, fun, cool car To focus on customization and individualism Create a campaign that can be transferred across the country Inspire and appeal to our target audience Include the target audience by creating a hands on experience as part of the campaign GOALS
Target top 15 markets: Chicago, NY, LA, Detroit, Philadelphia, Dallas, Houston, Boston, Tampa, Washington DC, San Francisco, Atlanta, Pheonix, Seattle, Atlanta Increase Sales Increase website views Secure spots in Automotive Magazine, European Car Magazine, Car and Driver Magazine as well as on their websites Secure spots in American Photo Magazine, Art in American Magazine, Artist’s Magazine Art News Magazine, Secure spots in Rolling Stone, Blender, Spin and Wired Magazine Secure spots in top 12 markets’ newspapers Generate 50 M impressions By mid- August 2011, secure 5,000 entries for the Fiat 500 customization contest Have 5,000 Facebook fans on the contest fan site Have 5,000 Facebook Comments and 100,000 “Likes” Have 1,000 Twitter followers on the contest Twitter page Have 2,000 Retweets Secure 1,000 YouTube videos on contest finalists Have 5,000 YouTube views per contest finalists Have 500 attendees to the Creative Capital events Have 500 mentions by art, car, and other specialty bloggers OBJECTIVES
Build personal relationships with key audience Partner with Creative Capital and integrate Fiat into their events Create a personal experience with our key audience Generate media awareness Generate awareness with social media Establish celebrity endorsers STRATEGIES
Creative Capital provides integrated financial and advisory support to artists pursuing adventurous projects in five disciplines: Emerging Fields, Film/Video, Innovative Literature, and Performing and Visual Arts. Creative Capital’s pioneering approach to support combines funding, counsel and career development services to enable a project’s success and foster sustainable practices for its grantees Creative Capital has committed more than $20 million in financial and advisory support to 325 projects representing 406 artists, and has reached an additional 3,700 artists through its Professional Development Program More than 40 Creative Capital artists’ projects have premiered at the Sundance Film Festival, eight at the Walker Art Center, nine at MoMA, and several have been presented at the Kennedy Center for the Arts, Tate Modern, the Venice Biennale, the Public Theater, on Broadway and elsewhere. Grantees have secured teaching positions at institutions such as Harvard University, Cranbrook, California Institute of the Arts, Brown University and Columbia University, among others. Creative Capital
Expression Contest Applicant must design an original Fiat (it can be as simple as a blue print drawing to a real mini car model) The concept is just to have the most creative design Generate buzz on Facebook , Twitter, Fiat micro website, press releases and at Creative Capital Events Have applicants upload a video on their inspiration and why they should win the grant on YouTube and attach the link to the Fiat fanpage The 15 winners will be chosen by the number of Facebook “likes” and YouTube views and comments and will be showcased in New York City where the public will vote for 1 st prize 1 st prize will receive a $10,000 grant from Fiat to jumpstart their career and a personal exhibition (performance, screening or presentation )of their work hosted by Creative Capital 1 st prize will attend the main event to watch their car auctioned off for Creative Capital The other finalists will receive a $1,000 grant to create an original piece to be entered into Creative Capital’s yearly main grant giveaway which starts February 1, 2012 TACTICS
Tour to Creative Capital’s events with Fiat teams Set up kiosks for custom designs (email signup) Give away SWAG: mini Fiat key chains, T-Shirts, water bottles Hand out brochures about Fiat and the “Expression Contest” and Creative Capital’s grant programs TACTICS
Showcase top 15 designed cars in Los Angeles with artists Create kiosks where people can design different custom Fiats (must include email information) Give out ballot cards to vote for the 1 st prize winner Give away SWAG: mini Fiat key chains, Fiat t-shirts, water bottles, candy, pens Social with band, drinks, hors d'oeuvres Raffle for a signed mini Fiat model by band and free week Fiat rental TACTICS
Create main event partnered with Creative Capital Celebrity hosts Car Auction Test Drive Track Grant Giveaway TACTICS
Kat Von D Pharell
TIMELINE
Number of impressions from articles Number of mentions Number of Facebook and website (main and micro) views Number of Twitter Followers Number of Likes on FB fanpage Number of Tweets and Retweets Number of entries and uploads Number of comments on FB fanpage and YouTube on applicants’ entries Number of Likes on applicants’ uploads Number of event attendees (signups on kiosks, voting ballots, and giveaways and brochures) Number of test drives Number of YouTube views Number of comments and contacts from contest website Amount of money raised at auction Percentage of increased sales EVALUATION

More Related Content

Fiat500

  • 1. F resh I nnovative A rtistic T ransportation Ciara Stanton, Lucy Figueroa ,Brittany Burzawa
  • 2. Fiat stands for Fabbrica Italiana di Automobili Torino not “Fix It Again Tony” The Fiat 500, is commonly known as Topolino (The Italian name for Mickey Mouse) 500,000 ways to customize Fun Facts About Fiat
  • 3. WHAT PEOPLE ARE SAYING “ Saw my 500 at the San Diego Auto show, It's like a beautiful Italian purse, on wheels! “ -Marne Carnell “ Picked up my 500 Saturday! I love it!! The only thing I can say is this car is awsome! We picked up my in-laws and the 4 of us were comfortable in the car. Looks small outside but has a large inside for such a little car.” -Buffy Balogh “ I have a fully loaded lounge with the luxury leather seat package. The seats are very much worth the upgrade. My friends who drive luxury vehicles like BMWs and Jags were impressed with the seats, leather and look of the fully loaded lounge. It really is just a small, adorable luxury vehicle.” –Girl in the Glass City
  • 4. After 27 years, Fiat 500 has made its way back to the United States. Fiat will open studios to display the cars all over the US starting March 2011. The base price for the car is $15,500, but the cars have an option to add different features that may increase the price. The Fiat needs a creative campaign to rebrand itself in the US SITUATION ANALYSIS
  • 5. Men and women ages 25-35 middle to upper middle class, urban socialites married or single no children college educated and young professionals Interested in art, music , the newest gadgets, are car enthusiasts Unique and focused on individualism They are well rounded in culture. There is a higher percentage of Caucasian than other races They read a wide variety of magazines and newspapers They are interested in image and place that highly on their list TARGET AUDIENCE heterosexual and homosexual not afraid to spend money to create a hipster image. health conscious and shop at Whole Foods and Trader Joes. into the lasted trends in fashion and shop at Banana Republic, Guess, Ralph Lauren and Bloomingdales. They are not big into sports They enjoy hanging out at coffee shops and going to listen to local bands who play there They are interested in more underground music They are always trying out the newest restaurant and nightclub They spend a lot of their free time socializing and networking
  • 6. To position the Fiat as a hip, fun, cool car To focus on customization and individualism Create a campaign that can be transferred across the country Inspire and appeal to our target audience Include the target audience by creating a hands on experience as part of the campaign GOALS
  • 7. Target top 15 markets: Chicago, NY, LA, Detroit, Philadelphia, Dallas, Houston, Boston, Tampa, Washington DC, San Francisco, Atlanta, Pheonix, Seattle, Atlanta Increase Sales Increase website views Secure spots in Automotive Magazine, European Car Magazine, Car and Driver Magazine as well as on their websites Secure spots in American Photo Magazine, Art in American Magazine, Artist’s Magazine Art News Magazine, Secure spots in Rolling Stone, Blender, Spin and Wired Magazine Secure spots in top 12 markets’ newspapers Generate 50 M impressions By mid- August 2011, secure 5,000 entries for the Fiat 500 customization contest Have 5,000 Facebook fans on the contest fan site Have 5,000 Facebook Comments and 100,000 “Likes” Have 1,000 Twitter followers on the contest Twitter page Have 2,000 Retweets Secure 1,000 YouTube videos on contest finalists Have 5,000 YouTube views per contest finalists Have 500 attendees to the Creative Capital events Have 500 mentions by art, car, and other specialty bloggers OBJECTIVES
  • 8. Build personal relationships with key audience Partner with Creative Capital and integrate Fiat into their events Create a personal experience with our key audience Generate media awareness Generate awareness with social media Establish celebrity endorsers STRATEGIES
  • 9. Creative Capital provides integrated financial and advisory support to artists pursuing adventurous projects in five disciplines: Emerging Fields, Film/Video, Innovative Literature, and Performing and Visual Arts. Creative Capital’s pioneering approach to support combines funding, counsel and career development services to enable a project’s success and foster sustainable practices for its grantees Creative Capital has committed more than $20 million in financial and advisory support to 325 projects representing 406 artists, and has reached an additional 3,700 artists through its Professional Development Program More than 40 Creative Capital artists’ projects have premiered at the Sundance Film Festival, eight at the Walker Art Center, nine at MoMA, and several have been presented at the Kennedy Center for the Arts, Tate Modern, the Venice Biennale, the Public Theater, on Broadway and elsewhere. Grantees have secured teaching positions at institutions such as Harvard University, Cranbrook, California Institute of the Arts, Brown University and Columbia University, among others. Creative Capital
  • 10. Expression Contest Applicant must design an original Fiat (it can be as simple as a blue print drawing to a real mini car model) The concept is just to have the most creative design Generate buzz on Facebook , Twitter, Fiat micro website, press releases and at Creative Capital Events Have applicants upload a video on their inspiration and why they should win the grant on YouTube and attach the link to the Fiat fanpage The 15 winners will be chosen by the number of Facebook “likes” and YouTube views and comments and will be showcased in New York City where the public will vote for 1 st prize 1 st prize will receive a $10,000 grant from Fiat to jumpstart their career and a personal exhibition (performance, screening or presentation )of their work hosted by Creative Capital 1 st prize will attend the main event to watch their car auctioned off for Creative Capital The other finalists will receive a $1,000 grant to create an original piece to be entered into Creative Capital’s yearly main grant giveaway which starts February 1, 2012 TACTICS
  • 11. Tour to Creative Capital’s events with Fiat teams Set up kiosks for custom designs (email signup) Give away SWAG: mini Fiat key chains, T-Shirts, water bottles Hand out brochures about Fiat and the “Expression Contest” and Creative Capital’s grant programs TACTICS
  • 12. Showcase top 15 designed cars in Los Angeles with artists Create kiosks where people can design different custom Fiats (must include email information) Give out ballot cards to vote for the 1 st prize winner Give away SWAG: mini Fiat key chains, Fiat t-shirts, water bottles, candy, pens Social with band, drinks, hors d'oeuvres Raffle for a signed mini Fiat model by band and free week Fiat rental TACTICS
  • 13. Create main event partnered with Creative Capital Celebrity hosts Car Auction Test Drive Track Grant Giveaway TACTICS
  • 14. Kat Von D Pharell
  • 16. Number of impressions from articles Number of mentions Number of Facebook and website (main and micro) views Number of Twitter Followers Number of Likes on FB fanpage Number of Tweets and Retweets Number of entries and uploads Number of comments on FB fanpage and YouTube on applicants’ entries Number of Likes on applicants’ uploads Number of event attendees (signups on kiosks, voting ballots, and giveaways and brochures) Number of test drives Number of YouTube views Number of comments and contacts from contest website Amount of money raised at auction Percentage of increased sales EVALUATION