Fiat 500: The motherhood feat

This case study describes how Fiat, the car manufacturer, created an online video to promote its Fiat 500L model, targeting UK mothers.

Fiat 500: The motherhood feat

Malcolm WhiteKrow

Summary

This story has it all.

Sex. Well, the consequences of it

Drugs. Ok, more likely to be Calpol.

And controversy. Was the idea of 'The Motherhood feat. 500L' a rip-off of Toyota USs' 'Swagger Waggon'?

We'll exclusively reveal the truth here for the first time.

Planning had the idea of telling the truth about the lives of those that we hoped would be interested in the Fiat 500L. We used heavy academic theory not to show-off but to give us the confidence that what we were hearing in focus groups should...

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