Corporate communication

FIAT 500 Case study

How did Fiat succeed in rejuvenating its brand

DUMOULIN LéliaJACQUET Alice

Introduction

Context

Missions & objectives

Old Fiat 500:

Between 1957 and 1975, Fiat sold as many as 3.8 million Fiat 500 cars. The old 500 model had been conceived and designed by Dante Giacosa,

New Fiat 500 : Communication plan The new Fiat 500 was lauched the 4th July

2007 in Turin

Advertising campaign : Only 3 days in France (from 12th to 15h July) :

TV, press, Internet On the 14th July : visuals and posters in Champs

Elysées

Leo Burnett, responsible for Fiat budget said:

« Fiat 500 is sexy enough for not having a huge campaign »

New Fiat 500 : Communication plan

(2)Since 2007, Fiat organized a huge and technologic campaign

Iphone and Facebook applications

Interactive website « 500 wants you ». (opened exactly 50 days before the launch) : intuitive, clear, sober but warm

Some other special events or promotion have been created to give a special role to the Fiat 500 like:

Special edition Fiat 500 by GucciAn other Fiat’s special edition have been sold on Internet and sold in only 2 hours

Partnership between Fiat and MTV international broadcast

Communication budget

SWOT

CONCLUSION