“You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they
don’t feel it, nothing will happen.”
William Bernbach
we started to wonder…
and wonder became research.
so we started looking.
and we looked at the Competition.
we got behind the wheel.
we asked the experts.
“fiat customers really want to
be unique; they like to be bold.”Melissa yates
studio manager fiat of lehigh valley
“almost no two fiats are the
same.”louis stomel
fiat rep fiat of maple shade
we asked the crowd.
and they responded.
fiat is…
“European Car”“New Age”
“Italian”
“Safe”
“Modern”
“Unreliable”
“Mediocre”“Unique Name”
then…the dreaded wall.
what if…
we focused just on women?
the target likes compact cars.
the target isn’t familiar with fiat.
the target likes the rush of the reaction.
“i would rather blend in at first that way
you can surprise people.”
“defy expectations. by that i mean do all of the things people don’t believe you’re
capable of.”
meet the target.
the woman who wears a suit to work
the woman who wears a suit to work
and when she takes it off
the woman who wears a suit to work
and when she takes it offreveals a back full of
tattoos .
badass.
badass.independent.
she knows what she wants.
she knows what she wants.she knows how to get it.
badass women she relates to.
“other fiat drivers always wave or get
excited”Amanda mitnick
fiat owner
“That’s a sick car. It looks like something
you’d want to go fast in.”alyse Van de putte
potential buyer
we came up with a strategy.
turn the car women won’t think twice about into
the femme fatale’s best friend.
we started brainstorming.
Under my small and chic exterior beats the heart of a lion. Or better yet, a cheetah. At a red light, yeah you’ll hear my engine roar but not because I’m looking for attention. They
may try not to look but I feel their stares. My engine revs because I know where I’m heading.. I know how I’m getting
there. And you can join me, or get left in the dust.