Feature

Media Awards 2010: Best Automotive, Aerospace and Marine Campaign

WINNER
Title: The Launch Of The Limited Edition Pink 500
Duration period: 12 January 2010-ongoing
Media agency: MEC
Media director: Susan Clarke
Account director/media planner: Elizabeth Cheeseman
Creative agencies: Krow, Yuki
Creative director: n/s
Account director: Elizabeth Cheeseman
Account planner: n/s
Client: Fiat Group Automobiles UK
Brand/product: Limited edition 500 Pink
Marketing director: Elena Bernardelli
Media/brand manager: Chiara Camandona

Fiat launched a limited edition, bright pink model of its iconic Fiat 500 and MEC was given the task of raising awareness of the car among a target audience of young urban women.

To gain attention on a small budget, it came up with the idea of getting a male model to paint an entire Fiat 500 pink, using only nail varnish, in a bid to win his girlfriend's affections.

The effort, dubbed "PinkMyRide", was filmed to create the longest live-streaming ad in history, with the model stopping only to eat, sleep and Tweet. It was covered in titles such as Heat and the Mail Online, as well as on blogs.

It took five days to paint the car, during which time thousands of people visited the website and even more viewed a viral video. The stunt raised awareness, engaged the audience and resulted in Fiat's fist online sales of a limited edition car.

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