Best Automobile Online Campaign, Best Mobile Online Campaign

The only way to prove the performance capabilities and heritage of the FIAT Abarth was to let America prove it for themselves. The Italian pedigree would mean nothing unless it could live up to the expectations of American gear heads and automotive enthusiasts. Once their credibility proved the FIAT Abarth, the entire brand would benefit from the halo effect.

To promote the unveiling of the first ever FIAT Abarth in America, a teaser video sent people to a site to watch the LA Auto Show reveal live. Over a two-day period, 300,000 people came to see what the automotive enthusiasts community was buzzing about.

Special racing events put the gear heads and automotive enthusiasts behind the wheel of the Abarth on a professional racetrack. They communicated to their fans with adrenaline-fuelled reviews, building Abarth cred in ways traditional media couldn’t.

The Fiat Abarth digital campaign is shaking the foundation of traditional car branding. How do we know? Sales.

The initial shipment to the dealerships was sold out before the cars ever hit the lot. Over 35,000 people signed up for purchase information – 10 times more than the 3,500 Abarth’s available. And the Abarth halo drove a record number of Fiat 500 sales in February and March 2012 (with March sales up a remarkable 642% over the prior year).

And all this for what a traditional TV spot costs to produce.

Contributors:

Worldwide Chief Creative Officer:	Gaston Legorburu
Executive Creative Director:	Boris Stojanovic
Executive Creative Director:	Jake Wheeler
Executive Creative Director:	Alejandro Mendoza
Account Director:	Tom Cote, Alan Clisch
Project Manger:	Adam Lauer
Strategy:	Sam Joseph
Art Director:	Frank Gomez
Designer:	Alex Marzo
Video Editor:	Javier Urquiza

SAPIENT

Location: USA