FIAT Spider
Reintroducing a European classic to the U.S. market
Year:
2016
Capabilities:
456 Studios.
Media.
Social.
Problem
FIAT 124 Spider was non-existent in the current American convertible market, which was dominated by Mustangs, Sebrings and out-of-reach imports.
Insight
Americans aspire to the Italian lifestyle—relaxed, laid-back, carefree.
Strategy
Drive with the freedom of an Italian.
Solution
We hit the open road with the first commercial filmed by an Eagle to demonstrate the freedom of the FIAT 124 Spider. We then launched a 360 digital and social experience allowing everyone a taste of Italian flavor.
The Italian attitude continued in our print ads where we leaned into our cheeky personality and proved you don’t have to travel across the country for a taste of la dolce vita.
The Italian attitude continued in our print ads where we leaned into our cheeky personality and proved you don’t have to travel across the country for a taste of la dolce vita.
53.5%
Drop in Competitors' Sales
#2
In the Compact Roadster Segment
1.8MM
Views for :60 Spot
4th Consecutive Year Named Top 3 Global Network Promoting Good Causes
2020 Global Agency of the Year
2020 & 2019 A-List & 2020 Best Places to Work
2020 Global Network of the Year
2020 Most Awarded Network
2020 Design Agency of the Year
2020 Top Places to Work
2019 North America Network of the year and 2019 Top 3 Global Network