Fiat, with the support of its media agency Mediaedge:CIA, has launched a digital campaign for the new Fiat 500C car, as part of a wider new car launch across various channels. The online campaign is designed to raise awareness of the launch of the car across a trend-setting, young, free-thinking, stylish audience. 

Fiat and MEC are targeting potential customers across a range of digital channels incorporating several media firsts for both the car manufacturer and the digital marketplace. Key activity will include taking over the welcome screens and homepages of highly visited portals such as Yahoo and AOL.  The campaign also sees a weekly takeover on the site Handbag.com with an interactive cursor that will turn from the usual arrow into the Fiat 500C.

Adding to the campaign, and to respond to Fiat’s commitment to drive innovation and technology, MEC also secured the Fiat 500C as the podcasting audio advertiser on the Guardian newspaper’s podcasts. A mobile advertising campaign on the WAP sites of key portals is also ongoing. To supplement the campaign, Fiat and MEC Interaction launched a partnership with Spotify to develop the biggest Fiat 500C ‘feel good playlist’, with music lovers invited to submit their favourite all-time, happy song via the Fiat 500C playlist page. This was the first time a partnership between a brand and Spotify has created an official collaborative social playlist.

See what Brand Republic says about the campaign here.

Susan Clarke, Account Director, MEC Interaction said: “Our aim was to launch the 500C with a digital campaign that would generate awareness through innovative and exciting digital placements and media firsts. The campaign is innovative and exciting and we are sure it will create excellent results.”

Elena Bernardelli, Fiat Marketing Director, added: ”We are thrilled to be launching the Fiat 500C using such a range of innovative online media formats that fit so well the Fiat 500C”.

Find out about the 500C Feel-Good Playlist here.