Fiat: From Inside the Plot

This case study details how FIAT, a car brand, introduced Fiat Egea Family in Turkey to change people's point of view about cars.

Campaign details

Brand: FIATLead agency: People Initiative, Zer Medya, Genart Medya, Show TV, Leo Burnett, VodenRegion: EMEA

Objectives

Fiat Egea Family, after launching sedan version with 'Game Changer' slogan which is imprinted on the memories in Turkey, started sales of Hatchback and Station Wagon models last year. Fiat Egea Family is containing product features which aim to change people's point of view about cars. The strategic objective was to increase consideration among potential customers.

Target audience

FIAT Egea Family aims to reach people who are tech-savvy, price-conscious and able to manage his/her money and looking...

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