FIAT ITALIAN MASTERPIECE|短视频|广告营销案例【ADGuider广告指南】

菲亚特意大利杰作

案例简介：描述客户的简报: 美国人认为所有的菲亚特都很小。有些人甚至不知道这个品牌是意大利的。我们的目标: 向美国观众展示新的 4 门菲亚特 500L 的宽敞和意大利风格。促进发展: 为了展示新的 4 门菲亚特 500L 的宽敞和意大利风格，我们在里面重新设计了西斯廷教堂天花板。我们委托了一位受过经典训练的意大利艺术家以伟大的米开朗基罗的风格创作这部作品。我们在洛杉矶现场直播了活动车展在 1,000,000 名游客面前进行，他只花了 6 天时间就完成了这个项目。我们用谷歌眼镜和 GoPro 相机捕捉到了这一动作，在节目中现场展示了这些镜头，并在菲亚特美国的社交频道上发布了每天的延时视频。结果: 在短短 6 天内，由于没有付费媒体购买，该活动产生了近 4500万的媒体印象。在洛杉矶。车展、活动和菲亚特 500L 是观众的最爱，主导了对话。这个噱头出现在世界各地的媒体和出版物上。与产品/服务的相关性: 这个项目只有菲亚特品牌才能做到: 它很有趣，很吸引人，而且毫无疑问是意大利人。同时，它有效地传达了新的 4 门菲亚特 500L 的更大尺寸。

菲亚特意大利杰作

案例简介：Describe the brief from the client: Americans think all FIATs are small. And some don’t even know that the brand is Italian. Our objective: showcase the roominess and Italian styling of the new 4-door FIAT 500L to the American audience. Promotion Development: To demonstrate the roominess and Italian styling of the new 4-door FIAT 500L, we recreated the Sistine Chapel ceiling inside. We commissioned a classically-trained Italian artist to create the piece in the style of the great Michelangelo. We staged the event live at the L.A. Auto Show in front of 1,000,000 visitors, and gave him just 6 days to complete the project. We captured the action with Google Glass and GoPro cameras, displayed the footage live at the show and posted daily time-lapse videos on FIAT USA’s social channels. Results: In just 6 days, with no paid media buy, the event generated nearly 45 million earned media impressions. At the L.A. Auto Show, the event and the FIAT 500L were crowd favorites, dominating the conversation. The stunt was featured in media outlets and publications around the world. Relevancy to Product/Service: The project was something only the FIAT brand could do: it was fun, buzzworthy and unmistakably Italian. At the same time, it effectively communicated the larger size of the new 4-door FIAT 500L.