FIAT Brand Launches First-of-its-Kind Television Campaign with "Endless Fun" GIF Commercials
AUBURN HILLS, MI--June 16, 2014: The FIAT brand launched a first-of-its kind on-air campaign this week featuring :15-second GIFs as part of creative designed for both television and online. The "Endless Fun" campaign kicked off Monday night (June 10) across cable television with four commercials, which can be viewed on the FIAT brand's Tumblr page, and a :30 second online version can be viewed on the brand's YouTube site. The music featured in the creative is "Biggie Bounce" by DJ Diplo.
"The 'Endless Fun' campaign is one that only FIAT could do" said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC and Fiat Group Automobiles Head of Fiat Brand. "This is how marketing and pop culture meet. Airing these GIFs as commercials, while a bit irreverent and unexpected, captures the uniqueness of the FIAT brand and the power social media plays upon it."
Each of the four spots focus on the specific attributes of its model. The :15 commercial, "Open to Whatever," demonstrates the unexpected fun that can be had with the top down of Fiat 500 Cabrio, as someone drops into the vehicle through its open roof; "More Space, More Fun" shows the roomy 4-door Fiat 500L orbited by "planets" and its doors open to reveal the possibilities that come with that space; the Fiat 500 Turbo "Unleash the Horses" spot illustrates the power and zip it has under the hood by having animated horses gallop out of the engine; and the "Deal With It" commercial reflects the overall fun of owning a Fiat 500.
The campaign's social elements includes asking FIAT fans to create their own FIAT GIFS using the #MyFIATUSA hashtag, and submit them to the brand's Tumblr page, giving them the opportunity to have their creative work featured on the site.
The FIAT brand's "Endless Fun" was created in partnership with Dallas-based The Richards Group.