A unique marketing
campaign, designed to raise awareness of the limited
edition Fiat 500 Pink, has won a top UK award.
The campaign, dubbed
PinkMyRide, became one of the longest-running live
streaming ‘viral’ adverts in history, and showed a male
model painting a white Fiat 500 a shade of nail varnish
pink. It was broadcast non-stop on a special micro-site,
with the painter stopping only to eat, sleep and send
Twitter messages.
And the effort has
just scooped Fiat the Best Automotive, Aerospace and
Marine Campaign title in the coveted Campaign
Media Awards. Targeted at young women in the UK; at
a cost of £11,700, the 500 Pink was the first of several
500 limited editions to be introduced during the year.
In addition, the
successful operation attracted nearly 36,000 unique
visits to the micro-site, more than 105,000 views of the
viral video and over 500 entries to a special
competition to win the chance to help paint the car. And
the campaign helped to sell the 500 Pink online.
"The Fiat 500 is
already a cheeky, happy, cutting edge car. But this
limited edition bright pink version challenges the
sensibilities of even our most impulsive, individual and
carefree women customers," believes Elena Bernardelli,
marketing director, Fiat Group Automobiles UK and
Ireland. "The campaign brilliantly raised the profile of
the Fiat 500 Pink and really engaged our audience," she
adds.
