Grey drives Fiat’s ‘Hello Life’ proposition further

22 Aug,2014

Having established an enormous fan base, Fiat has introducing the all-new Punto Evo with a revamped design. The carmaker has announced a new campaign that highlights the features of the new car, which has been developed by Grey Group.

 

The task for Grey was clear: announce the new Punto Evo, re-instate its strengths while promoting all the new additions, and ensure the car is a part of Fiat’s overall brand positioning of ‘Hello Life’. The creative idea that has been adopted is ‘Life just became more interesting’ and uses the device of adding a different take to any situation. While something is enjoyable in its own way, it can be made even better by simply incorporating a different aspect to it.

 

Nagesh Basavanhalli, MD and President Fiat Chrysler India said,” Punto Evo is a stylish, premium hatchback embodying Italian design flair making it a preferred choice of a style conscious consumer. Agency was given the task of communicating the strengths of Punto while making it appeal to its target consumers who are life maximizers – Youthful, Carefree, Cool, Hep, Happening, Stylish, Energetic who is a evolved and is tech savvy in today’s world. While we had a choice to talk just about the product, we wanted to keep it around the consumer and what the car promises to be to his/her life and hence, we developed the proposition of New Punto EVO, life just became more interesting. The TVC maintains the premium and international imagery of the brand and keeps the communication to the point yet very eye-catching and full of life”

 

The look and feel of the communication has been kept very youthful, energetic and full of style. Malvika Mehra, National Creative Director, GREY group India shared, “Most car advertising in this segment typically sounds very transactional and competitive. It’s mostly about mileage, power, legroom etc. which while being an important part of the decision making process, sometimes leave out the ‘experience’ of what it ‘feels’ to drive that car. We forget that cars are actually an extension of one’s personality. With the new communication for the Punto Evo, with it’s exciting new features and great Italian design pedigree (an intrinsic part of the Fiat lineage), we have tried to occupy the mind space of a discerning consumer who while being reassured of the ‘basic asks’ of a great car (obviously) also has a chance to have an ‘interesting’ driving experience with this Italian hatchback.”

 

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