FIAT
After the war the demand for economic cars contributed to the release of the Fiat 500, a 2 door
coupe body with sun-roof. Despite its diminutive size, the Fiat 500 proved to be a very practical and
popular vehicle, not only in Italy, but throughout Europe. Fiat previewed the all-new 500 in March 2007,
50 years after the first Fiat 500 was presented. The Fiat 500, also known as ‘Topolino’, which means
little mouse in Italian was first announced on May 5, 2006 and the first images where presented on
March 20, 2007. The car was launched officially on July 4, 2007, with 250,000 people in attendance. This
was the largest launch party held in the last ten years. The car was displayed in the spares, ’piazze’, of 30
cities in Italy for the launch. The launch show, which took place in the Turin’s Murazzi del Po region, was
a huge fireworks spectacle that also celebrated the 50th Anniversary of the old 500 launch. The show
was coordinated by Marco Bolich, who was also responsible for Turin’s 2006 Winter Olympic Games,
and was an event never made before for a car launch. After Italy, the travelling showroom crossed
France, Germany and Austria in 45 days and nine stages to the new car that combines the iconic style of
the 500 and the functionality of Made in Fiat design and to invite a vast, varied audience to test it on the
road. The public admired the new car close up and could test it on the road. Over one thousand test
drives were organized during the five stops. Visitors were particularly interested in the room inside the
car, the seat configuration options and the modular boot with Cargo Magic Space, in addition to
visibility, safety and quality of the interiors. With the contribution of five prestigious partners, Italia
Independent, Lavazza, Meritalia, Smeg and San Pellegrino, which all share the values of Italian design,
innovation and style, the 500L tour offers a very engaging brand experience, indeed, the attraction of
the model resides not only in the typical features of the product which are well known and appreciated
by the specialized press and consumers alike, but also in the additional values which it conveys. In this
sense, the communication and marketing strategies must also express concepts of Italian style and
innovation. The Fiat 500L Tour has attracted many visitors to the fiat.it website and social network
channels where the videos and photographs of each stage have been posted. The strategy used by Fiat
is the total participation of the consumer in every phase of production and other phases. A new
promotional campaign launched by Fiat in 2006 to design the new Fiat 500 gathered millions of ideas in
the last 3 years, some of which were actually applied on the car. The website were the campaign took
place, is a Concept Lab where customers can talk among themselves, but also send their preferences
and ideas that contribute to the creation of accessories, design and so on. The customer went from a
consumer to an active producer.
"Promozione". 2014 fiat.it
http://www.fiat.it/it/promozioni
http://www.fiatspa.com/en-us/Pages/Home.aspx