FIAT India proudly annouced the launch of it’s upgraded version of the much-awaited LINEA & PUNTO, now available with a host of new features.
The TVC: To communicate FIAT’s patrons an upgraded version of the Linea and Punto, with new and exciting features in which Fiat positioned itself really well at the same time not using the usual offer route by sending out a strong brand message to its viewers. The entire idea was to break away from the usual clutter space that is created by other auto advertising companies, who adopt a usual standard format. To achieve something different was strongly felt.
The new Fiat Linea and Punto 2012 ocean campaign, the depth of the ocean is as synonymous as the depth of passion needed to achieve something special. The TVC begins with an oceanic view, as it hints towards the ‘Oceanic Blue’ colour of the car as shown in the TVC. The 'magical' building of Fiat cars against the odds under the ocean was the creative backdrop for the core message. It commences with the assembling of the car going on to form a complete package, making it worth a drive and an enviable possession.The beauty of the new Linea and Punto are redefined. It creatively defines how nature is used to highlight the cars features and it’s durability even in tough condition. The feature of powerful ground clearence does not disappoint. The automatic rain sensing wipers start the moment water levels increase. New Brighter Dual-tone interiors and Automatic headlamps ought to delight its customers.
With the idea that those who truly have a deep passion to create something distinctive and significant are personalities who have got heart to take on come-what-may and succeed, the positioning line for Fiat crystallized into the phrase ‘Got Heart!’ This sat well not just with the Target Audience’s persona, but also the product, as Fiat cars have at their heart some of the most advanced engines in the world.
Objective:
The underlying objective of the ad is to deliver the message of creatively exhibiting the features of the new Linea & Punto in a way, which other auto advertising companies have never even thought of.
Fiat Linea and Punto 2012 Ocean Campaign Concept Note:
Fiat’s core ethos is to design and build cars based on deep understanding of the consumer’s wants and needs. This ethos led to the development of Fiat Linea and Punto 2012 with new features and additions that set the benchmark for cars in their particular class. This drive and deep passion for developing and improving on their products provided the perfect platform for the creative leap that led to the new Fiat ocean campaign.
Keeping in mind the product offering, and looking for alignments with the end consumer, it was noticed by the team at Saints And Warriors that this passion and drive to achieve against the odds was something that the TG identified with even in their own personal lives. The overlap of the product offering with the consumer’s mindset provided the sweet spot for a 360-degree campaign with the potential to resonate strongly with the TG.
In the new Fiat Linea and Punto 2012 ocean campaign, the depth of the ocean became a simile for the depth of passion needed to achieve something special. The 'magical' building of Fiat cars against the odds under the ocean was the creative backdrop for the core message. Considering that almost all auto advertising in the country tended to operate in the ‘real’ space, a divergence in creative execution to occupy the vacant ‘surreal’ space with the ocean campaign gave it a natural advantage of standing apart from the clutter.
With the idea that those who truly have a deep passion to create something unique and meaningful are personalities who have got heart to take on come-what-may and succeed, the positioning line for Fiat crystallized into the phrase ‘Got Heart!’ This sat well not just with the Target Audience’s persona, but also the product, as Fiat cars have at their heart some of the most advanced engines in the world.
Credentials:
Agency: Saints and Warriors Communications Pvt Ltd
Account Management: Team Saints and Warriors
Production House: OMG
Creative Director: Team Saints and Warriors |
