With an innovative, integrated campaign that propagates ‘breaking free from the routine’, Maxus ESP has created a buzz for Fiat’s contemporary urban vehicle Avventura
BestMediaInfo Bureau | Delhi | October 7, 2014
Maxus ESP conceptualised and executed a national campaign for Fiat Avventura, the first contemporary urban vehicle (CUV), which has garnered significant buzz in its pre-launch phase. Avventura is targeted at people who want to break free from their routines and explore life through adventure, passion and feel alive.
The campaign line ‘Boring is dead...it’s time to live alive with Fiat Avventura’ was worked upon to create an engaging content campaign. The team used radio and digital platforms to create maximum noise and amplification for the brand. The campaign urges people to move out of their mundane lives and do more adventurous and fun activities. Fiat will help fulfill the best ideas in people’s bucket lists. This is one of the biggest content campaigns for Fiat in India till date. Within three days of release, over 1000 entries have poured in.
Fiat Avventura is a CUV that is positioned as a vehicle for ‘sporty active lifestyle’. Keeping this brand imagery in mind, Maxus ESP crafted a contest, which is running on radio and digital, with noted television anchor and actor Gauahar Khan as the face of the campaign.
A three-part series of ‘call to entry’ videos that captures these elements has been released digitally. The first promo shows Khan getting bored in traffic and then cuts to enjoying her drive in the Fiat Avventura. In the second one, she is bored watching TV shows and takes her Fiat Avventura out and goes mountain biking. In the third promo, she is seen bored at work and later is seen kayaking.
Through an interesting content-led tie up with Radio City, the proposition of ‘boring is dead’ is also ported, via radio spots, time checks and traffic updates. The radio campaign is high on engagement as Radio City RJs are interacting with listeners everyday and encouraging them to share their ‘Live Alive’ experiences. Khan is also sharing her experiences with the RJs, encouraging listeners to Live Alive. Fiat and Khan will be using their social assets (twitter/banners/websites) to promote the activity.
“The brand wanted us to capture the essence of the product and reach out to our target audience at multiple levels. The campaign was designed to build a category that resonates with adventure, fun and fulfilling your desire. We tapped into the power of radio and digital to reach our audiences and the results have been extremely encouraging,” said Shailja Vohra, Head, Maxus ESP India.
“Avventura will make its global debut in India. It is also the first contemporary urban vehicle built specifically for urban India. The urban Indian, living in the fast-changing, busy world, really aspires to get out of the routine, mundane, straight-jacketed conventional things and live an active sporty lifestyle. Avventura enables you to do just that. On weekdays the same car gives efficient commute with style, enabling customers to create a life statement through this proud possession. Hence, the brand team here, along with Maxus, created this contest emphasising things which a true contemporary urban vehicle can do,” said Sanjay Gopal, AVP, Marketing, Fiat Chrysler India Operations.