Grey says ‘Hello Life’ for Fiat Punto

13 Aug,2014

After establishing a decent fan base, Fiat has introduced the all-new Punto Evo with a revamped design. The car has retained its strengths while packing on oodles of style and plenty of new features.

 

For Punto’s advertising agency GREY group the task 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 major challenge that GREY group faced was that the communication had to capture the famed solidity of the car and yet promote the stylish new looks and features.

 

GREY has come up with a campaign that ticks all the checkboxes while driving home the point with a lot of flair. The creative idea is ‘Life just became more interesting’ and it 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.”

 

Malvika Mehra, National Creative Director, GREY group India says, “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.’

 

Post a Comment 

Comments are closed.

Videos