Fiat debuted yesterday (7), during the Jornal Nacional break, its new campaign that explores the experience of driving a hybrid car for the first time. The action highlights the Pulse and Fastback models with the T200 Hybrid engine, emphasizing the feeling of novelty that hybrid technology offers drivers.
With the motto “Your first time in a hybrid has everything it needs to be a Fiat”, the campaign created by Leo Burnett also includes actions in streaming, digital media and OOH. Personalities such as Ingrid Guimarães, Monica Martelli, Marcelo Novaes and Pedro Novaes were also invited to share stories that reinforce the idea that Fiat hybrids are the smart and fun choice for those looking for their first experience with this technology.
To promote new conversations around the “first time” theme, the action also invites “virgin drivers” to watch the film firsthand, together with influencers who will share their experiences on social media.
“In an uncomplicated and fun way that has everything to do with Fiat’s positioning, we invite the public to learn more about hybrid technology, which is very much in line with our mission of offering cleaner, safer and more accessible mobility”, he states. Frederico Battaglia, Vice President of Marketing & Brand Communication at Stellantis for South America.
“We want people to see Fiat not just as a brand, but as part of their stories, an intelligent choice that transforms everyday life and offers the necessary security for new experiences”, adds Vinicius Stanzione, Chief Creative Officer at Leo Burnett .
