Maxus ESP conceptualised and executed a national campaign for FIAT’s Avventura, the first contemporary urban vehicle (CUV), which has garnered significant buzz in its pre-launch phase. Avventura is targeted at people who want to break free from their routine life and explore life through adventure, passion and feel alive.
The campaign line -‘Boring is Dead. It’s time to live alive with Fiat Avventura’ from the brand brief was worked upon to create an engaging content campaign. The team used radio and digital platforms to create maximum noise and amplification for the brand. The campaign urges people to move out of their mundane life and do more adventurous and fun activities. FIAT will help fulfill the best ideas in people’s bucket list. This is one of the biggest content campaigns for FIAT in India till date. Within three days of release, over 1000 entries have poured in.
Fiat Avventura is a CUV (Contemporary Urban Vehicle) that is positioned as a vehicle for SPORTY ACTIVE LIFESTYLE. Keeping this brand imagery in mind, Maxus ESP crafted a contest that is running on radio and digital with noted television anchor and actor Gauahar Khan as the face of the campaign.
A three part series of ‘call to entry’ videos that captures these elements has been released digitally. The first promo with Gauahar shows her getting bored in traffic and then cuts to enjoying her drive in the Fiat Avventura. In the second one, Gauahar is bored watching TV shows and then she takes her Fiat Avventura and goes mountain biking. In the third promo Gauahar is bored at work in the office and later shown kayaking. Through an interesting content led tie up with Radio City, the proposition of ‘Boring is Dead’ is also ported via Radio Spots, Time checks and Traffic Updates. The radio campaign is very high on engagement as Radio City Rjs are interacting with listeners daily and encouraging them to share their Live Alive experiences. Apart from listeners, Gauahar Khan is also sharing her Live Alive experiences with the RJs, encouraging listeners to Live Alive. Fiat and Gauahar would be using their social assets (twitter/banners/websites) to promote the activity.
Find the video here:
• The users have to go to Fiat Microsite and share one thing from their bucket list that they want Fiat to fulfill
• Through a selection process, four winners would be chosen and their bucket list realised by FIAT Avventura
• 4 Content Videos will be made with these 4 winners - where we will show them fulfilling their bucket list
“The brand wanted us to capture the essence of the product and reach out to our target audience at multiple levels. The campaign was designed to build a category that resonates with adventure, fun and fulfilling your desire. We tapped into the power of radio and digital to reach our audiences and the results have been extremely encouraging,” says Shailja Vohra, Head Maxus ESP, India.
“Avventura will make its global debut in India. It is also the first contemporary urban vehicle built specifically for the urban India. The urban Indian today living in the fast changing busy world really aspires to get out of the routine, mundane, straight jacketed conventional things and life an active sporty lifestyle. Avventura enables you to do just that. On weekdays the same car gives efficient commute with style enabling customer to create a life statement through this proud possession. Hence the brand team here with Maxus co-created this contest emphasising things which a true contemporary urban vehicle can do,” adds Sanjay Gopal, AVP Marketing, FIAT Chrysler India Operations.