Fiat successfully challenged some of the received wisdom about family car advertising with its unconventional campaign to promote its 500L model, going against the notion that family cars have to put functionality ahead of fun in their communications.
The car-maker’s target market was the 2.4 million people who were becoming parents and looking for a vehicle to meet their evolving needs.
The campaign was built around a YouTube spot featuring a rapping mum describing the everyday problems of bringing up a baby. This was supported by the use of selected bloggers as well as pre-roll, Twitter and viral activity.
The three-minute video attracted more than four million YouTube views. An investment of £170,000 delivered £420,000 in direct revenue.