Typically, we’re looking for the next driver of a new Fiat. But, for Friendship Day, the car manufacturer was keen to do something very different. Something that would help land its new brand positioning: celebrating life inside the car.
Our take on Friendship Day was to embrace the loyalty of “man’s best friend.” Working with a renowned animal rescue organization, every single car model on the Fiat website was replaced with a dog who’d love to make the journey home with someone. To start a new friendship, and perhaps be a companion on many future road trips.
Fiat followers took the campaign to heart, and it soon spread far beyond the brand’s channels. In the first few hours of Friendship Day, 50,000 people visited the Fiat website. Afterward, five million people watched the film that celebrated the success of the campaign.
Pedro Perez @Gurusaldo
Consumer