Midrand, South Africa – The Fiat brand achieved five prestigious awards for advertising this week. Made in collaboration with the Leo Burnett creative agency, the winning campaigns are the result of the constantly innovative approach to the brand in this arena. The star is the entire 500 family, from the iconic Fiat 500 to the Italian crossover Fiat 500X and the 500L, which form a family unlike any other on the international automotive scene
The “GrandPrix Advertising Strategies” awards, the most important in Italy for brands and advertising, were presented in Milan.
The first prize in the “Contro un adversarial” category went to the “500X Transition” spot starring Oscar winner Adrien Brody and the Fiat crossover. During the journey, the car driven by the actor morphs into a dog sledge, a hoverboard, a vintage scooter and a carriage. These vehicles represent the peculiarities of 500X: performance, innovation, style, comfort and elegance.
The first prize in the “Leader/Evergreen” category went to the “500S Test” video which was posted on social media and garnered the resounding result of 13 million spontaneous views and was shared over 500,000 times in just a week. The campaign speaks to the “Bad Boys” for which the 500S, the special version with bold looks and a strong personality, was explicitly designed and created.
The extended prize-winning success of Fiat was completed by the win in the “Viral” category at “Key Award”, the contest exclusively dedicated to advertising films. The winner was the “500L Pronto mamma” Project: presented a few days before Mother’s Day that featured free taxi rides for customers, providing they spent their ride time talking on their phones with their mothers.
The success of Fiat advertising was reasserted in the “NC Awards” contest created by ADC Group to focus on integrated and holistic advertising in Italy, which every year brings together the most important names in the world of marketing and advertising. Fiat took two medals: Silver for “500 The Cult Sharing” in the relational marketing category and Bronze for the “Eroi cercasi” campaign in the sponsoring category. During the recent Milano Design Week the Fiat 500 cars of the “Enjoy” car sharing service were replaced with 1957 vintage models for the “500 The Cult Sharing” programme, an original way to celebrate the glorious icon of international automotive design.