Marketing

IMPATTO Fiat campaign: Creating Mafic

Impatto is the name of a company not many people know about. But those who are connected with the world of publicity and advertisement know how important role this marketing agency played in the success of Fiat 500 car in USA. It was the year 2011 and Italian automobile giant Fiat was making a nervous entry into the North American market after a gap of 25 years. The company had chosen its most popular small car Fiat 500 to woo the people of the country but it was not sure if it could be achieved in the face of stiff competition form rival automobile companies like Toyota, Honda, Ford, GM, Volkswagen, and others. Fiat gave the responsibility of promotion of Fiat 500 to Impatto, a Michigan based company. After more than 6 years, this Impatto Fiat campaign is still remembered for the positive impact it created on the minds of the people and the manner in which it helped in sales of Fiat 500.

 

Impatto quickly realized that people would not feel attracted to this new car from Fiat until they aroused feelings of American pride in their minds. So the company made a TV commercial which began with an old, 1957 model Fiat 500 driving to a drive in theater. The scene changes to Elvis Presley singing his very popular 1957 song Jailhouse Rock. Then a voice tells you that revolutionary and powerful products like Fiat 500 come only once in a while. It is done to suggest that this new, car of the future (albeit with retro looks) is as good as rock and roll king Elvis Presley.

 

This Impatto Fiat ad campaign achieved what it wanted to achieve. It aroused feelings of love and admiration in the minds of the people for this car from Fiat and it reflected in the sale figures later in the year.