Campaign Media Awards 2013: Best Transport Campaign


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.


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How easyJet transformed customer data into emotional anniversary stories

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

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