FCA Fiat Tipo x AutoTrader Partnership

Our partnership with FCA resulted winning Drum Best Commercial Content Award 2017!

FCA’s primary business challenges centred on raising awareness of its new C-Segment model launch, the new Fiat Tipo and also ensuring the car resonated with the target audience – Modern deal hunters. A family audience who look for good value but don’t want to compromise on quality.

The task was especially challenging in the fact the C-Segment Small Family car category is dominated by a couple of household brands such as the VW Golf and the Ford Focus with years of awareness and heritage.

It would take a lot to convince consumers to choose a new player in the market over what might be perceived as safe choices. A standard TV, Print and Outdoor campaign won’t cut it.

Working in close collaboration with Maxus and FCA, Auto Trader’s primary business objective centred on making a big splash around the launch of the Tipo into a crowded and competitive marketplace and influencing car buyers.

We created two specific stands of content. Working with millennial hardware Influencer, Super Saf who has a significant social following – we created fun social video snackable light hearted content based on auto life hacks with the Tip the star of the show. The second content strand was more traditional motoring content with AutoTrader journalist Torie Campbell where we created a road trip where the object was to find the best money saving life hacks.

The core messaging relating to the Fiat Tipo focused on a fantastic value-for money compromise to the value conscious consumer. We were able to target our key audience segments; modern deal hunters who are interested in functionality, savvy solutions and style which the Tipo embodies.

Toni Gaventa, Fiat Brand Communications Manager, commented: “We wanted a campaign that provided a fun and light hearted way to demonstrate how you’ll fall in love with all those added extras you wouldn’t expect for such a great price. The content partnership with Auto Trader provides a trusted and credible platform on which to highlight all the ways in which the Tipo gives you more for less on any car journey.”