Fiat: Fiat Spider Autogazzetta

Fiat, an automotive brand, re-designed a magazine review of its original Fiat 124 Spider sports car to advertise its new model in the UK.

Campaign details

Agency: Krow Communications

Inspired by the original Italian 1960's Fiat Spider, the launch for the newest Fiat 124 Spider had to pay tribute to its heritage.

A step back in time to 1960's Italy – on paper – did just that.

Strategy

Research revealed the market for sports cars in this price range was hugely cluttered. Krow had to find a way to bypass consideration of the rival marques completely.

The team identified an attitudinal target who they named 'Generation Me' because they were all at a stage in their lives, pre- or post-family, where life was...

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