Your agency is to prepare a multi-media IMC campaign to promote the Fiat 500 series—a car brand
returning to America after a less-than-triumphant first effort. Creative Review will be on Wednesday,
March 25, 4:00-6:00 PM, the day/time scheduled for our Final Exam.
• Brief Background
Fiat struggled for years in the U.S. before pulling out of the market some 30 years ago. Its cars were
plagued by “mechanical maladies, early rust, poor resale value, and mediocre service from a rag-tag dealer
body.” [Other than that…!] A running joke among its unhappy customers was that F-I-A-T stood for ‘Fix it
again, Tony’. The brand has improved hugely since then, finding considerable success globally, especially in
Europe but also in Brazil and other emerging markets. It is re-entering America in a new relationship with
Chrysler, which as you probably know is enjoying its own resurgence (‘Imported from Detroit.’). Actually, Fiat
bought Chrysler, has gone public, and the official corporate name is now Fiat Chrysler Automobiles NV (FCA),
with global headquarters in London. While all of this has been happening, the U.S. automotive market has
also changed in important ways. To get you started thinking through this campaign, see the Fiat ‘Links’ at
the end of this document.
Beyond those starter sources, you have to dig up and/or piece together enough info on your own to meet the
requirements of the campaign assignment. This is particularly true of the marketing analysis, especially
brand persona, target market(s) and positioning. As for the models available, Fiat offers a 2-door
coupe (Pop) including a sport and turbo-charged versions, a 2-door convertible (Lounge), a larger 5-door
mini-wagon model (500L) plus a performance 2-door called the Abarth. The Abarth is sold as a separate
brand in Europe but is offered here as part of the Fiat family. And added to the line for 2015, thank
goodness, is the 500X mini-SUV (link 3). “Thank goodness” because after a really uneven start in its
American re-launch, Fiat badly needs a ‘star car’. As link 3 concludes “…Fiat needs it (the 500X) to succeed.”
All models are presented, sold and serviced in specially designed ‘Studios’ co-located at selected Chrysler
dealerships. And now there is serious talk of also bringing Fiat’s Alfa Romeo brand back to the States. While
you’re focusing on re-launching the Fiat 500 family, including Abarth, is that (Alfa Romeo) worth knowing?
What can you do with it? [FCA also owns Ferrari, though the current talk is that they may spin it off into a
separate company.]
You may already know that the real re-launch of Fiat in the U.S. originally floundered and is now in ACT II, or
III or… Learn from that, but your assignment begins at the beginning of the new Fiat-Chrysler
partnership; i.e., a make-believe fresh start. Consider at least these questions: Where/how do you see
this brand and these models? Who are the target customers and how do you want them to see your client’s
brand? Which brands/models represent their most direct competition? Besides the ‘Studios’ at certain
Chrysler dealerships, how much additional overlap should there be between the two brands? What external
forces are affecting the U.S. car market favorably for this launch? Unfavorably?
Please give me some thoughts on issues or questions you would like to research and a bit of how—focus
groups, consumer trials, surveys, or…
• How to Approach It
In general, use everything you’ve learned, including the Advertising Critique Checklist on the back of your
Green Sheets if it helps. Specifically, address these topics:
The U.S. Auto Market: Size, Segments, Recent Trends, Projections (Briefly—key points)
Positioning of the Brand and Model
Creative Strategy Statement: Use the 7-part version on page 204 of the text.
Media Approach: Emphasis on media mix and some sense of schedules. I will explain how to use the
‘media kit’ tactic to develop key profiles of the consumer magazine’s target audience. For comparison
purposes across agencies, tell us the CPM of a 4C full-page insertion (1X) in one of your mags.
Research Recommendations
• Creative Execution (Remember the ‘or comparable’ option; you can change the pieces
around considerably, but I want a big campaign):
Required:
– 2 real launch events featuring brand experiences
– 3 full-page (at least) insertions in a named consumer magazine. Create 3 different ads–the ad that
breaks the campaign and the 2nd and 3rd execution for subsequent insertions.
– A :60 television commercial (storyboard with complete copy)
– 2 billboards and/or transit shelter posters
– Dealer collateral piece
Plus two of the following to marry with the required media:
– Social media campaign
– A virtual brand experience
– Internet ad(s)
– Transit advertising (buses, taxis or …)
– Radio spots
– Surprise me
• Agency Work Sessions (AWS):
On March 4, 9, 11 (after Exam 2), 16 and 18 you’ll have the second segment of the class period;
then, Monday 3/23 will be 100% AWS. Remember, though, that many of you will also have Exam 3,
the take-home, to complete during this same period (3/9-23) so time management becomes an important
skill in this stage of the course.
• Presentation & Submission
Again, think of it as all five agencies preparing in-agency approaches for Fiat/Chrysler. You are expected to
prepare fully developed campaign strategies, fairly complete creative (finished copy with rough layouts and
storyboards) and a media strategy approach, with some feeling for scheduling (costs, NSM). As usual, plan
your presentation for 8 minutes MAX and we’ll allow 5+ minutes for critiques of each. The first 5 items
under ‘How to Approach It’ should be summarized in a brief document (3-5 pages approx,
TYPED AND STAPLED) to be submitted at the end of the presentation. Any work in hard copy
should also be submitted then, with work in digital format emailed to me by midnight, March
25th.
• Links
1. Fiat USA Website
http://www.fiatusa.com/en/?sid=913821&KWNM=fiat+in+america&KWID=3456972015&TR=1&channel=pai
d search
2. Bloomberg Business week—General background on Fiat’s return to America
http://www.businessweek.com/articles/2012-03-08/fiat-tries-again-in-the-u-dot-s-dot
3. Car and Driver—Fiat 500X
http://www.caranddriver.com/news/2016-fiat-500x-photos-and-info-news
4. Wall Street Journal—Running report on auto sales in the U.S.
http://online.wsj.com/mdc/public/page/2_3022-autosales.html
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