Surprise Shuttle Service The 2014 Fiat 550L is advertised to urban 20 and 30-somethings. The car is pitched as the perfect vehicle for a weekend getaway with friends: expansive interior, unobstructed views, low mpg, and fun. There is also emphasis on it’s Italian manufacture. Their TV ad features Paul Revere shouting, “The Italians are coming!”
Weekend Retreats Partner with popular vacation locals in the countryside that surround large urban areas (New York, Chicago, LA).
The Pick-up Fiat arrives in 2014 550L’s to pick up the unsuspecting weekenders. They are offered to use the new model for their whole trip.
Ask them to offer complementary shuttle services for customers that reside in the city.
Video Each car in the engagement campaign has a camera installed inside. This footage will be used later to create an add showcasing all the fun people have in the new Fiat.
Social Networking A complementary campaign will place the 2014 Fiat in locations around several cities. People can check-in at these locations using Foursquare and compete to become the “Paul Revere” of their city.