The Fiat 500 is more than just a car. It made history. It gave Italians the ability to move freely and with stylish confidence as they recovered

from World War II. Deeply rooted in Italian heritage, the Fiat brand was reintroduced in March of 2011 in North America, bringing something truly unique to the marketplace (Fiat USA, 2013). The main competition for the Fiat 500 Pop is the Mini Cooper, the Smart Electric Coupe, and the Scion IQ. What makes the Fiat 500 different from its competition is that it is deeply rooted in Italian history and is built with innovative Italian design. The target audience is men and women in the age range of 25-45 years of age who live in an urban environment and enjoy the finer things in life. They are tech savvy fun seekers who care about the environment. They also appreciate and is an enthusiast of vintage style, and has a love for mid-century modern design. The goal of this campaign is to welcome back the Fiat 500 to North America and to make the consumer desire its Italian modern design and style, thereby increasing sales.

intro

toc1.0 Research Objective, pgs. 3-4 Abstract , pgs. 5-6 Competitive Survey, pgs. 7-16 Client Brief, pgs.17-18 Target Audience, pgs. 19-20 SWOT Analysis, pgs. 21-22

2.0 Style Guide Logo Standards, pgs. 25-28 Color pgs. 29-30 Images & Textures pgs. 31-32 Type Standards pgs. 33-34 Tone & Voice pgs.35-36

3.0 Creative Development Print Ads, pgs. 39-40 Logos & Logotypes, pgs. 41-42 Website, pgs. 43-44 Moodboard, pgs. 45-46

4.0 Final Designs Print, pgs. 49-50 Apparel, pgs. 51-52 Website, pg. 53 Other Media, pg. 54

1.0 Research

Objective Abstract Competitive Survey Client Brief Target Audience SWOT Analysis

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Objective

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The goal for the campaign is welcome back the Fiat 500 to North America and to make the consumer desire its stylish, modern, Italian design.

What makes the Fiat 500 different from the competition is that it is deeply rooted in Italian heritage. I plan on doing this buy really showcasing where the Fiat 500 came from and where it is today in North America.

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AbstractBy focusing on the Fiat 500 Italian heritage, as well as its Italian design, convenient size for the urban

lifestyle, this rebranding will highlight the Fiat 500 stylish individualism and will thereby set the Fiat 500 apart from its competition. The rebranding will include a website with interactive capabilities, television ads, and print ads. The look and feel will be consistent across all media platforms and will be colorful and fun, just like the 15 different color choices that the Fiat 500 gives the consumer. The font choices will be clean and simple san serif fonts, with a bold style for emphasis. Arial was chosen for the clean simple nature and it legibility. The fonts chosen for the logo and for the tagline have more style than Arial, but are still legible. Aster and Knarfart were chosen for their mid-century, yet very contemporary feel. This is perfect for the theme of the campaign which is, “The Fiat 500 born from Italian heritage and resurrected in America. Like a fine Italian wine, or Italian leather shoes, the Fiat 500 bring its chic European Italian design to the States with a lot of nostalgia thrown in.” The Fiat 500 campaign will be easily recognizable and memorable with a consistent look and feel. Part of the rebranding and messaging will be showing off the innovative design that Italy is known for and how the Fiat 500 will fit the lives of the consumer, which makes the product desirable. The goal of this campaign is welcome back the Fiat 500 to North America and to make the consumer desire its stylish, modern, updated and customizable features, thereby increasing sales.

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competitionThe main competitors for the Fiat 500 are the Mini Cooper, the Smart Electric Coupe,

and the Scion IQ. Small, compact car designs are on the rise, whether they are hybrids, electric or all gas. They produce less of a footprint on the environment by using less material to build and less gas to operate. What makes the Fiat 500 different from its competition is that it is deeply rooted in Italian history that goes back over fifty years. It is also one of the most budget-friendly. It has the most speakers (6) out of all the rest of the competition. The Fiat 500 model’s unquestionable popularity is the result of its power to deliver unmatched personalization options with advanced solutions in terms of style, quality, engine superiority and passenger comfort.

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current logo

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competitor logo

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competitor logo

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competitor logo

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current website

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competitor website

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competitor website

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competitor website

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Client BriefThe Fiat is more than just a car. It made history. It gave Italians the ability to move freely and

with stylish confidence as they recovered from World War II. A liberating form of self-expression, the Fiat was built to satisfy the consumer’s insatiable love for each day. “For Fiat Fabbrica Italiana Automobili Torino (Italian Automobile Factory Turin) a company founded in 1899, this was a rebirth. Today, the Fiat brand stands for discovery through intense individualism. It encourages people to be in charge of their lives, live assertively and celebrate the smallest of things with infectious excitement. That philosophy is embodied by the North American introduction of the Fiat 500, or Cinquecento — a small car that lives big. The Fiat 500 Pop is synonymous with modern simple design, blending form, function and a pride of ownership that is genuine” (Fiat USA, 2013).

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TargetThe target audience is men and women in the age range of 25-45 years of age who

live in an urban environment and enjoy the finer things in life. They are stylish, tech savvy fun seekers who care about the environment. They also appreciate and is an enthusiast of vintage style, and has a love for mid-century modern design.

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swot

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Strengths• Low MSRP• 15 colors • Compact• Italian design

Opportunities • To bring more awareness • Put the face of the target consumer with the brand

Threats• Mini Cooper• Smart• The growing number of eco-friendly cars being developed

Weaknesses • Small cargo space• The brand has been out of the country since 1984

Positioning and Value PropositionThe FIAT 500s unquestionable popularity is the result of its stylish Italian design, long with the great power to deliver unmatched personalization options with advanced solutions in terms of quality, engine and passenger comfort.

Sustainable Competitive AdvantageI think the features that could be communicated to elevate the a brand above the competition is to bring a face to the brand. Personal stories from Fiat owners past and preset and really capture the history of the brand and capture who the audience is now.

Strategy for Promoting the Brand in the Campaign Project (Big Idea)My initial thoughts as to what the theme or story of the campaign would be is to focus on the Italian heritage of the Fiat 500 and where it came from, to its resurrection back in to the states in 2011.

2.0 Style Guide

Logo StandardsColor Images & TexturesType StandardsTone & Voice

logo

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logo

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The family of Fiat 500 logos collectively represents the brand. They are the visual expressions of Fiat’s personality. The three variations of the logo share many common

elements and are each designed with specific applications in mind. Use each logo in accordance with these guidelines to generate a consistent experience that reinforces the Fiat 500 brand. The Corporate Signature should breathe. Providing the right amount of clear space around the Signature makes it easier to distinguish and reinforces the status of the Fiat 500’s identity. The required amount of clear space to ensure maximum visibility and legibility is determined by the X Measurement.

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x

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x500

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500

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Minimum Size:1.00” or 72px wide

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Minimum Size:1.78” or 128px wide

500 500

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500 500

fiat500500

500

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ColorThe colors of the campaign go through a transition to represent the beginning

of the Fiat 500 back in Italy, and its transition back into North America. I chose muted colors to capture that vintage feel of the Fiat 500, “Color” shows the fun, upbeat, modern feel of the rebirth into North America. The bright colors I chose represent style, fun and modern design.

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RGB: 1, 177, 236CMYK: 62, 5, 1, 0

RGB: 177, 199, 41CMYK: 28, 3, 100, 0

RGB: 237, 38, 141CMYK: 6, 75, 3, 0

RGB: 102, 0, 141CMYK: 67, 87, 0, 0

RGB: 250, 217, 78CMYK: 1, 8, 75, 1

RGB: 254, 112, 56CMYK: 0, 53, 70, 0

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ImagesThe look and feel of the images and textures for the campaign are to show how

deeply rooted Italian heritage of the Fiat 500, and its recent rebirth to North America. The images convey the brand essence by showing the birth place of the Fiat 500 with images of Italy and textures and its hip, stylish resurrection with modern bright colors and style conscious consumers.

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typeThe type of fonts that will be used for body copy in the campaign will be

utilitarian. “A utilitarian font is a font that has a pragmatic rather than a decorative function. A utilitarian font is easy to read and highly legible.” (Ambrose & Harris, 2010). I chose Arial for the clean simple nature and it legibility. The fonts I chose for the logo and for the tagline have more style than Arial, but are still legible. I chose Aster and Knarfart because they have a since of mid-century modern feel to them, yet very contemporary. This felt perfect for the theme of the campaign which is, “The Fiat 500 born from Italian heritage and resurrected in America. Like a fine Italian wine, or Italian leather shoes, the Fiat 500 bring its chic European Italian design to the States with a lot of nostalgia thrown in.”

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Headline: aster Subhead/Body Copy: Arial Bold, Arial Regular

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500

Helvetica: Light Obliqueknarfart: Regular

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tone & VoiceThe theme of the campaign which is, “The Fiat 500 born from Italian heritage and

resurrected in America. Like a fine Italian wine, or Italian leather shoes, the Fiat 500 bring its chic European Italian design to the States with a lot of nostalgia thrown in.” The tone of the copywriting to be used in the campaign, is celebratory of the Italian heritage and the innovative Italian design of the Fiat 500, and that States can now enjoy this amazing Italian product.

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3.0 Creative Dev.

Print AdsLogos & Logotypes WebsiteMoodboard

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Print AdsThere are several benefits to print media. A print piece is a physical thing.

Consumers like to read and keep their magazines and newspapers for a while. They might even go back to it after a few months or even years. Print ads are also great for the brand to make an impact. By using a consistent look and feel throughout the ads, for example, fonts, color and images, the consumer will be able to identify and recognize the brand.

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resurrected.

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logo workThe rationale for the designs were to keep it simple and to stick with tradition.

Because the campaign is focused on the Fiat 500 being of Italian heritage, and that being the differentiation from its competitors elements of Italy were brought in. The goal was to incorporate the flag or the flag colors to the logo. The logo reflects a modern design as well as an updated version of the bull featured on the Turin flag, where Fiat®, Fabbrica Italiana Automobili Torino (Italian Automobile Factory Turin) was founded in 1899.

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500500

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websiteThe Internet will be used strategically to get the Fiat 500s message across. It

is a digital world and the target audience of the Fiat 500 is living deep in it. Smart phones, tablets and laptops are a part of the Fiat 500 consumer’s very being. Because the Fiat 500 has so many personalization options, the website will allow the consumer to play around and customize their ideal Fiat 500 to make it their own. The consumer will have the ability to choose accessories that will enhance their Fiat 500 experience, increasing product desirability. The interface for the website will be user-friendly, visual stimulating and fun.

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MoodboardThe Fiat 500 born from Italian heritage and resurrected in America. Like a fine

Italian wine, or Italian leather shoes, the Fiat 500 brings its chic European Italian design to the States.

3 Directive Words to Describe the “Look and Feel” of the Campaign:• Italian Design• Innovation• Style

The relevance of this mood board to the campaign for the Fiat 500 is to convey the message that Italy has a long history of craftsmanship that intertwines different paths: art, fashion, food, wine, car industry but also design.

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4.0 Final Designs

PrintApparelWebsiteOther media

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print

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apparel

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Fiat500Italian Born. Resurrected in america.

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wEBSITE

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OTHER MEDIA

references