The first of many special edition Fiat 500s was released recently, the Fiat 500 Pink, which as you may have guessed is coloured in a candy pink. The car is aimed at the female car buyer who is fashion conscious, likes to stand out from the crowd and cause a bit of a reaction.
In order to market the Fiat 500 Pink online, Fiat set up a micro site, where a male model painted the 500 in Pink nail varnish. He only stopped to sleep, eat and do Twitter updates. It became one of the longest running live streaming viral adverts in history.
The micro site and the online campaign have been recognised in the marketing industry and have been awarded the Best Automotive, Aerospace and Marine Campaign title in the coveted Campaign Media Awards.
The micro site has also been a good interest generator for the model; it also provided excellent brand exposure. Over 36,000 unique visitors went to the micro site and the video was viewed over 105,000 times. There were over 500 entries made to a competition to help paint the car, the campaign also helped sell the pink model online.
Elena Bernardelli, Fiat Group Automobiles UK marketing director, said, "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. The campaign brilliantly raised the profile of the Fiat 500 Pink and really engaged our audience.
As popular as the Fiat 500 and the pink 500 may be I cant see many men trading in their
used Fiat Scudo in Essex for one, maybe Fiat have recognised this and will release a manly version of the 500.
