Fiat drive towards interactive videos!

Fiat India has kept a constant reading of the Indian car buyer’s pulse. And this has helped Fiat understand the Indian car buyer better. This has helped Fiat realize that the change from a hatchback to a sedan is a big change. This change marks a big step in the consumer’s life. This change is like an announcement to the rest of the world of the success that one has achieved in his life. However in this also lies one of the Indian car buyer’s biggest angst! The current offerings in the Indian car market are a compromise! Hiding under nomenclatures like compact sedan, the car makers are selling hatchbacks with an apology of a boot to the buyers. This ends up making the buyer feel like he is finally settling down for a compromise offering. Entry level Sedan buyers seek a BIG car as an extension of their personality & Fiat proudly caters this with this real big car – Linea classic – Longest car in its price segment today.

Based on the Linea platform – a car which well- build sedan remembered for its elegance, refined luxury, advanced features, superior ride & driving comfort – in its powerful Multijet(diesel) & Tjet(Petrol) avatar – this new variant is really a good value add on in existing portfolio of Fiat India. It opens up all together new segment – entry level sedan which Fiat is going to be pitching in for the first time after having enjoyed its winning existence in the premium segments of Hatchback( with Punto) & Sedans ( with Linea) .

Introducing the new Fiat Linea Classic- a sedan in every sense of the word.  A sedan that will make the buyer feel big.  With a wheelbase, interior space and solid build that will put not just the cars in the same segment but also some of the cars from the segment above it, far behind. Then there is the award winning engine powering the car (which, by the way, also powers most of the other cars running in India & worldwide today!) and a design that is classic Italian style and artistry at its best.

Latching on to the consumer psyche briefed by the Fiat Brand Team – “Growing BIG- Achieving Big- Aspiring Big – Wanting Big – Possessing Big” their digital agency Maxus came up with this idea called Feel Big Interactive video which we loved.”

According to Brand team at Fiat, they wanted to actually make the consumer FEEL BIG. The best way making an individual feel big was letting him experience the brand with a feel big experience. Digital is the only place where in a prolonged showcase can be used for a personalised & rich experience for the consumer. Their digital agency Maxus came up with this idea called Feel Big Interactive video in www.feelbig.in

“The idea was to create something which involves users actively and also get them to share. Our creative team came up with this idea “Super Star Feel Big”, where users can create videos featuring themselves or friends from their social circle. Here the consumer becomes the hero of the video and FIAT an enabler in creating the ‘feel big’ experience” says Unny Radhakrishnan, Head of Digital, Maxus South Asia.

Without any media promotion, in the first 4 days, around 300+ videos have been created, demonstrating the power of the idea. It is sheer proof of the fact the Fiat’s philosophy of creating “social content” which will drive the brand communication in an interactive and personalised way.